Max Mara Just Turned 75 But They’re Officially In Their Baddie Era 👀🔥

Max Mara just celebrated 75 years of being an absolute icon, and instead of giving us a boring history lesson, they took over the ultra-brutalist Long Museum in Shanghai for their Resort 2027 show. The vibes? "Kinetic Chic." Creative Director Ian Griffiths basically looked at Shanghai’s unmatched, non-stop metropolitan energy and said, “Yeah, that’s the blueprint.”  

The whole collection was a massive flex on how to do quiet luxury without being predictable. Max Mara’s core philosophy is that great design should simplify your life, and they completely delivered. We saw sharp, cropped boxy jackets mixed with slouchy, flat-front trousers, and of course, those legendary oversized statement coats that practically define main character energy. The color palette stayed grounded in those rich, buttery neutrals—think camel, cognac, champagne, and black—but they kept us on our toes with random shocks of bright yellow, sky blue, and a massive, dramatic finale of head-to-toe crimson red.  

What really made this show a cultural moment, though, was how seamlessly it paid homage to Shanghai. This wasn’t just tokenism; it was a genuine, respectful collab with Chinese heritage. Max Mara dropped structural, minimalist cheongsam dresses made out of the most comfortable stretch merino wool, plus quilted silk jackets and crisp shirts featuring traditional pankou closures. It completely flipped the script on office-wear staples.  

"New York may be the city that never sleeps, but Shanghai doesn't even sit down." — The ultimate inspo behind the fast-paced, urban energy of the collection.

To wrap up the birthday bash, they also launched an epic, living-archive exhibition at the museum called The Max! Curated by Olivier Saillard, it feels less like a stuffy gallery and more like stepping straight into a massive fashion vault filled with 75 years of fabric, sketches, and a giant towering teddy bear honoring their iconic Teddy Coat.  

Basically, Max Mara just proved that you can have three-quarters of a century of history under your belt and still be the coolest, most forward-thinking brand in the room. History, but make it modern. 🪐✨