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Manila Bulletin devider Lifestyle devider Fashion and Beauty devider Max Mara reinforces its quiet luxury legacy with 'Kinetic Chic'

Max Mara reinforces its quiet luxury legacy with 'Kinetic Chic'

The Italian maison celebrates its 75th anniversary with the resort 2027 fashion show and 'The Max!' exhibition

Published Jun 25, 2026 12:32 pm
Even before quiet luxury became a trend in fashion, Italian maison Max Mara had perfected the formula with its beloved camel-toned 101801 and Manuela coats, minimalist clothing devoid of flashy logos, and meticulous attention to craftsmanship. Since its inception in 1951, the brand has been synonymous with timeless elegance and enduring style, making it a go-to house for women who value refined sophistication.
Max Mara's resort 2027 collection (Photos: Max Mara)
Max Mara's resort 2027 collection (Photos: Max Mara)
Today, as it celebrates its 75th anniversary, Max Mara honors its legacy while looking to the future with a runway show and exhibition mounted in Shanghai, China. The event took place on June 16 at the Long Museum.
Its resort 2027 runway show, dubbed "Kinetic Chic," seamlessly blended utility with luxury. Creative director Ian Griffiths brought the theme to life through a collection featuring the house's hallmark camel coats, structured jackets, fluid skirts, and cropped trousers—pieces befitting the wardrobe of a woman who balances work, travel, and leisure.
Bauhaus-inspired graphics from Max Mara's archives appeared on the runway with renewed vigor as stripes and geometric patterns revitalized a palette of khaki, champagne, black, white, and, of course, the brand's iconic shade of red. Vibrant pops of color and the playful shimmer of paillettes appeared in unexpected places, notably on otherwise simple knit sweaters.
The host country also influenced the latest collection, with pieces imbued with elements of traditional Chinese dress, including cheongsam-inspired silhouettes and pankou fastenings.
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
Pieces for the
Pieces for the "Kinetic Chic" collection
While the brand has yet to launch a full-blown menswear line, the resort 2027 collection offered a glimpse of Max Mara's menswear potential. Much like its resort 2023 showcase, the collection featured a handful of male models, highlighting the gender-fluid styling of several looks.
"The Max!" exhibition
The anniversary celebration was also marked by the unveiling of "The Max!" exhibition. Curated by Olivier Saillard with Gaël Mamine as associate curator, the display spotlighted the brand's "living archive," celebrating Max Mara's heritage while serving as the backdrop for the resort 2027 show.
More than an anniversary celebration, Max Mara’s Shanghai showcase underscored the enduring appeal of its design philosophy: rooted in craftsmanship, refined tailoring, and understated luxury.

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