Max Mara’s new line could have easily been called “Classic Riviera Chic”. Why? Because the inspiration behind the creating of this line lies in Cote d’Azur – the upscale vacation point, where everyone is classy and stylish. The design team that worked on the line decided that it was good to stay in the frames of the luxurious classics because that is what the brand is known for. The elegant Riviera chic was infused in the casual theme with addition of a modern touch into the practical pieces of the wardrobe. The main reference to all of this was the place where the show happened – Eileen Gray’s E-1027 villa in Roquebrune-Cap-Martin.
Max Mara’s creative director Ian Griffiths decided to channel its inspiration from Eileen Gray, the female architect from the early 20th century and the time when women in the field were rarity. She is remembered for her achievements and not for her personal style, even though she had a taste in man’s tailoring. She was subtly elegant, which is how the brand itself is, so it suited as an inspiration perfectly. The brand is most known by its classic double-face cashmere coats and not so in working around the latest trends. The collection is created mostly in navy, white and camel – colors that suit every classic woman, with no exception. The looks were easy tailored, with lace and nautical details like a denim button shirt and pencil skirt with rope belt.
There was white trench, manly tailored, with sailor buttons and wide-leg pants. The signature coats were also present, in camel and in loose fit, as robes. The masculine dose could be seen along the tailoring in all the pieces. For the more feminine part of the collection, there was navy slipdress with nautical straps, white shirt-dress with black tipping, pale pink sweater and robe coat. As the whole collection took cues from Cote d’Azur, it is safe to say that it was not a destination collection. The accent was and remained on the double-face tailoring. The mix of dresses that appeared on the runway were 1930’s inspired, with midi lengths. The atmosphere looked like is November, and all were ready to ship off – dressed accordingly, in navy style.