Max Mara Marks 75th Anniversary with Shanghai Runway and Archival Exhibition

Italian fashion house Max Mara celebrated its 75th anniversary in Shanghai with a Resort 2027 runway presentation titled 'Kinetic Chic' and a major archival exhibition, 'The Max!', both staged at the Long Museum. The collection revisited archive motifs like bold stripes and camel tones, incorporating Chinese references such as merino wool cheongsams and pankou fastenings. Curated by fashion historian Olivier Saillard, 'The Max!' exhibition featured nine thematic chapters drawn from the company's Biblioteca e Archivio d'Impresa (BAI) in Reggio Emilia, recreating an active archive atmosphere. The anniversary slogan '75 Years of Future' underscored the brand's forward-looking philosophy. Maria Giulia Prezioso Maramotti noted Shanghai was chosen for its embodiment of travel, curiosity, and cultural exchange. The exhibition included a museum bookstore with a Teddy Bear Coat installation. Max Mara was founded in 1951 by Achille Maramotti.