Sunday, March 15, 2009

Milan: Women's A/W Fashion shows 09/10

Max Mara Boutique – Max Mara Atelier. A totally new collection, Max Mara Atelier is the research laboratory where Max Mara explores new territories, updating itself whilst still maintaining its original DNA. The collection is compact; the image is sophisticated. Seventeen styles, with as many variations, on the theme of one single item that makes women dream – the coat. Steeped in the traditions of couture, Max Mara Atelier beautifully combines the classics in an utterly contemporary way, true to the work of the best ateliers.

Seen in the new Max Mara Boutique. The chairman of the company, Luigi Maramotti stands next to the new line of coats called Max Mara Atelier. Talking about the new boutique Maramotti explains “Max Mara’s history is linked to creative and industrial research with a pioneering dimension. Starting with fashion design our experimentation has reached as far as the complex, and sometimes immaterial, experience of the sales environment. Opening this multiform structure in a time of great discontinuity like we are going through now also has strong symbolic value. It means that success cannot be removed from the courage of rethinking the way of relating to customers, trying to anticipate their wishes as far as possible.”

Seen in the new Max Mara Boutique. French Vogue’s Carine Roitfeld and Max Mara’s Giorgio Guidotti.

Max Mara Boutique - The stairway. This imposing burnished copper helical stairway with oak lining strongly characterizes the space with its imposing and sinuous profile, and is the strongest element of visual impact in the new Max Mara Boutique on Corso Vittorio Emanuele. The boutique is designed as a dynamic box, which dialogues with the outside world. With its 1,400 square meters distributed over flour floors, this is the largest retail project created by Max Mara to date.

Max Mara Boutique - The Basement.
The basement is the home to the Weekend and denim collections, together with a selection of design and furnishing elements, overseen by Rosanna Orlandi.
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