This season, for Ian Griffiths, Max Mara‘s artistic director, the watchword is to dare… to interpret a truly modern and supremely elegant femininity, inspired by the 1930s.
“I wanted to look back in history to a moment where I could push together these two concepts of femininity and modernity”, Griffiths explained. “In the 1930s you find the fusion of those two things completely”. Before continuing, “It was an era where people were chatting and formulating ideas. Back then, people did it on the beach. Now we do it on social media. It was a time when people were thinking about new ideas and developing theories and hypotheses, and I think that fits with today”.
Dedicated to Renée Perle, the lover and frequent subject of French photographer Jacques Henri Lartigue and her timeless Riviera style, the collection played heavily on contrasting proportions, relying on a curvaceous sensuality based on the era’s vision of femininity and sleek, almost corporeal organic shapes.
From work clothes to evening dresses, to satisfy all the needs of an active woman who also wants to have fun, the whole collection was made in light and fluid fabrics, as well as in pastel tones, alternating with black total looks and dresses with floral prints.
©Max Mara
