Max Mara | World Fashion Channel

Max Mara

The Max Mara fall-winter 2021 show was held at Milan Fashion Week, where the creative director of the brand, Jan Griffiths, praised the beauty and courage. He was inspired by determined and courageous women, who feel like queens regardless of external circumstances.

This season has become especially important for the brand, not only because the fashion industry hasn’t fully recovered from all the consequences of the pandemic yet. In 2021, Max Mara is celebrating its 70th anniversary. It was in 1951 that designer and entrepreneur Achille Maramotti realized that the world was changing rapidly. Women were becoming more and more independent: they were getting an education, had personal life and work. It meant that they no longer wanted to waste time ordering clothes in an atelier and going for fitting. He decided to offer them all the best at once.

Since then, the brand has grown from a small store to one of the most famous fashion houses in the world. Jennifer Lopez, Celine Dion, Irina Shayk and many other celebrities are its fans. The fall-winter 2021 collection reflects not only the trends of the next season, but also features characteristic of the brand's DNA: it includes quilted jackets, teddy fur coats, classic coats in the style of British aristocrats, voluminous bombers, shirts with patch pockets, blouses with frill collars, organza kilts, plaid pleated skirts and oversized camel wool sweaters, which have become the embodiment of the perfect harmony of proportions and impeccable cut.