Max Mara, the luxury fashion house, has chosen Venice as the captivating backdrop for its upcoming Resort 2025 collection on June 11, 2024. This decision follows successful shows in Stockholm and Lisbon, where the brand embraced modern resort wear with nods to Scandinavian culture and Portuguese feminist influences, respectively.
In Stockholm, designer Ian Griffiths drew inspiration from Selma Lagerlöf, the first woman Nobel Prize winner, creating a collection celebrated at the venue of the Nobel Prize Awards. In Lisbon, the focus shifted to erotic feminism, influenced by Natália Correia, presented in the prestigious Calouste Gulbenkian Foundation.
Known for staging refined shows in unconventional venues, Max Mara continues to expand its cultural impact, having showcased in diverse locations from a Berlin museum of ancient history to the trendy Mezzatorre hotel in Italy. The choice of Venice promises a novel and historically significant setting for the brand’s next runway spectacle.
