Max Mara Atelier Fall 2024 Ready-to-Wear collection, runway looks, beauty, models, and reviews.
Fifteen Max Mara Atelier coats were presented in Venice at the modernist Olivetti store, a spare, elegant space overlooking St. Mark’s Square, designed in 1958 by Italian architect Carlo Scarpa. It was a fitting frame for the high-end offer, which showcased Max Mara’s industrial savoir faire augmented by artisanal handmade finishes.
The design team looked at the company’s archive, where the first image published in a magazine in 1953 was of a red coat—not the shade of camel that has become the label’s signature. Here, a discreet red detail was introduced as a sort of decorative thread—a stitching along the lining, a subtle motif inside a pocket, or the “M” monogram embroidered beneath a collar.
Each coat was designed to appeal to a variety of personal styles and body shapes, and they were all given a French name, to highlight a certainattitude of elegant nonchalance. Le Trench d’Hiver was a sartorial trench coat made in rich, soft nappa leather; a redingote in silk cady, L’Evasé, was gracefully form-fitting; another called Le Monsieur was inspired by the masculine style of the 1950s.
Fall 2024 Ready-To-Wear Runway_Review Runway
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