Max Mara Bashny.Net

If Max Mara worked in high street fashion, the word 'coat' would quickly disappear from our vocabulary, but "MaxMara" would become a household name, well as it happens, for example, Xerox. This coat has become the hallmark of this company. Established in 1981, the iconic model 101801 is still produced in compliance with all the main characteristics (color camel, broad shoulders, kimono sleeves, a smell) and sold in the amount of 190,000 units per year! Surprisingly, any coat Max Mara looks as if it were created yesterday, and in fact the company is already 60 years old!





Having missed the hype weekend, finally got out of the week to the Historical Museum on the exhibition «Coats! Max Mara ». Quickly slipped protection and watchful, not by age, grannies, I walked up the red carpet into the realm of beauty. Still, good to go to museums on weekdays! Absolute freedom of movement, the ability to breathe, listen, absorb and feel the beauty of a skin. Personally, I have on this show had the feeling downright enchanting theatrical events. Although it may be due to the red carpet, on which constantly had to stumble as my head spun frantically in all directions, but not feet. Fortunately, it was something to see.









In the beginning, visitors are greeted by a wall with silhouettes coat created in different years of the company. They glow in the dark mysterious and sacred sculptures reminiscent of ancient Rome, indicating the limit beyond which begins the world Max Mara.

The exhibition covers the history of the company since 1951: since the beginning and until today. In fact, the Italian ready-to-wear began with Max Mara. They offered a woman dressed in a ready-made clothes, not to sew clothes to order, all the more so after the war it was not available to all.











Among the designers who have worked with the company: Emmanuelle Kahn, Anne Marie Beretta, Laura Lasuardi, Nanni Strada, Karl Lagerfeld, Jean Charles de Castelbajac, Luciano Soprani, and others. With so many names, creative line of the company has always been sustained in the same elegance and sophistication style, which is famous for Max Mara. The exhibition presents a huge number of sketches, technical sketches, fabric samples. Amused reproduction of paper dolls, designer Laura Lasuardi are drawn at the end of the 60s for Sportmax. At the center of the room, anyone can experience the interactive model of coats that you can touch and see how to handle this or that detail.

A significant part of occupied by advertising companies with photographers Sarah Moon, Richard Avedon, Peter Lindbergh, Steven Meisel and Craig McDean.