MaxMara’s Resort 2024 Collection boasts of feminine and über charming touches in the form of delicate weaves and folk-inspired details that’s reminiscent of the Midsommar folk festival, which celebrates the gift of summer.
Italian fashion house MaxMara, which is known for its smart approach to classic and tailored silhouettes, recently showcased its Resort 2024 pieces where strength and formidability merged with feminine and charming touches in the form of delicate weaves and folk-inspired details.
Building on its rich history of being a progressive nation, the Nords of Scandinavia, specifically the Vikings, remembered for their ruthless plundering, were also thought to have sowed the first seeds towards gender equality. This was one of the main ideas which inspired creative director Ian Griffith to create modern and timeless pieces while still maintaining the core spirit of powerful Nordic women, such as 17th-century Queen Christina of Sweden, who was hailed as a feminist icon, and Selma Lagerlöf, the first woman Nobel Prize winner for literature.
The powerhouse fashion show was held at Stockholm City Hall where notable names in fashion and society came to witness the brand’s fresh offerings, which included tailored silhouettes the label is known and loved for, plus invigorating prints that complemented the charming mix of textures seen throughout the show.
Also evident in MaxMara’s new offering is the traditional Midsommar folk festival that celebrates the gift of summer, inviting the collection of seven types of wildflowers called Septem Flores. Legend has it that anyone lucky enough to find one should sleep with them under their pillow to dream of their future loves. This was playfully presented by flower crowns worn by the models on the runway.
The epic natural landscapes and folklore that’s redolent of mystery and magic of the Scandinavian region give the collection a refreshed dimension that every woman can include in their wardrobes.
From modern-looking gigot sleeves, ankle-grazing skirts, elbow-length capes and chic blouses to wear with bowties, MaxMara offers a soft and playful rendition of contemporary dressing with a side of spirited femininity that’s both timeless and classic. Endearing touches of braids, luxurious pom-poms, tassels and studs were among the eye-catching details that make the collection stand out.
Celebrities such as Demi Moore, Amy Adams, Camila Coelho, Lily Reinhart and Emily in Paris lead star Lily Collins, as well as fashion influencers Bryan ‘Bryanboy’ Yambao and Giovanna Englebert, together with society fixtures such as Kathy Hilton and daughter Nicky Hilton-Rothschild, graced the fashion show.
To experience and discover the new Resort 2024 collection, visit the MaxMara boutique at Unit 9, G/F Greenbelt 3, Makati City or contact them at +632. 7116 2354.
