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Max Mara’s Scandi display marks a shift in the fashion zeitgeist

Published: June 16, 2023
Author: Fashion Value Chain

-By Mokshika Chauhan

This year is set for a cool Scandi young woman summer. Hygge is back, yet this time it’s more reasonable for the intensity wave.

Bigger than common fragile coats and bold shoes, white jeans and a without logo, freedom supporter take on style have made “Scandi snazzy” a plan characteristic. Max Mara held its most extravagant catwalk show of 2023 in Stockholm city hall, challenging French girl chic as the aspirational look of the 21st century. The brand is italian to the point that it imparts an old neighborhood to parmesan cheddar, Reggio Emilia. It was the ideal location: Amy Adams presented to Aviana, her 13-year-old little girl; Kathy, Nicky Hilton’s mother, was there; Additionally, Demi Moore brought her dog Pilaf.

Tours that take brands beyond their home market now dominate the fashion industry calendar. Generation Z consumers believe that the traditional fashion week carousel of Paris, Milan, New York, and London is losing its relevance over time. In addition, the decision by an Italian business tycoon to hold its most enthralling event of the year in Scandinavia rather than the Mediterranean may indicate a climate shift that extends beyond clothing choices to other decisions regarding one’s way of life, especially in light of the current heatwave in London and Paris.

Examples of hygge for the heat included slouchy drawstring shorts, maxi dresses covered in tiny wildflowers, sleeveless jackets with silk tassels, and slinky dark vest dresses. The black-and-white poncho that served as the cover-up was a nod to the sweater Sarah Lund wore in The Killing, which is regarded as the foundation of contemporary Scandinavian fashion. crowns made of paper flowers to represent the legends and myths that whirl in the almost endless summer light in Sweden.

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