Sweden-Alsharqiya, June 13: The Max Mara show was a prominent stop in the 2024 flight offers that are still ongoing. The Italian house chose the Swedish city of Stockholm as a stage for a show, to which it invited about 120 guests from around the world, to explore through its designs the world of Scandinavian myths.
The show took place in one of Stockholm's most important city halls, which is adorned with marble columns and golden mosaics. This decoration evokes stories from Scandinavian folklore, in which the creative director of the house, Ian Griffiths, tried to search in its secrets for sources of inspiration for his designs for the 2024 Journeys collection. His designs succeeded in telling stories from the past that blended elegantly with the elements of modernity and femininity.
Since its founding in 1951, Max Mara has sought to empower women through its designs. Griffiths adopted this legacy and tried to search for sources of inspiration in the lives of the "Vikings" who practiced equality between women and men, and in the marches of strong female figures who printed the Swedish conscience, including Queen Christina and the pioneering suffrage activist Selma Lagerlon, who was the first woman to win the Nobel Prize in 1909.
Griffith's skill was manifested in his ability to combine diverse sources of inspiration and transform ideas into coherent designs, and he faced the challenge of translating intellectual concepts into modern, youthful, comfortable clothing. And he chose to embody his ideas through a very limited color palette that was limited to black, white, and cocoa color. He also decorated his designs with folkloric elements such as snowflakes, floral wreaths, and “pompom” tassels that came to add distinctive touches to cashmere coats and classic jackets.
The Max Mara collection for the 2024 flights embraced different styles, manifested in long dresses, oversized sleeves, romantic skirts, and the modern character appeared through close-fitting jackets, silk shirts, and trousers that were coordinated with high-legged boots, in addition to the “bomber” jackets.
The final section of the show included a collection of wildflower-printed dresses in which the house embodied the tradition of gathering the seven flowers on Midsummer's Eve, which allows lovers to meet in their dreams. We've seen the flowers bloom on a range of organza shirts, layered suits, midi jackets, and glamorous gowns. It was remarkable that Max Mara moved away from the traditional lines in her career in search of new stories that she tells in an attractive manner that resonates with a new generation of women.
