Max Mara Atelier presented a lineup of couture coats for fall ready-to-wear 2024 that had a French allure.
Since its inception in 2009, Max Mara Atelier has focused on its hero product, the coat, and this year, the brand introduced a signature red as a subtle motif on the garment. This was inspired byillustrations from the 1950s, when red was also the color for basting and artisanal stitching, explained Laura Lusuardi. “It’s the fil rouge between the past and the future, tradition and innovation,” said the fashion director.
The collection was presented in Venice in the mid-20th-century Olivetti showroom on San Marco Square, with sleek interiors by Carlo Scarpa and vintage typewriters. Lusuardi chose the location for its striking architecture, mosaic floors, rosewood shelves, African teak elements and its remarkable central staircase, which all served as the perfect backdrop for the sculptural coats.
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