Max Mara Resort 2027 is 75 Years of Timeless Italian Elegance

Published: June 18, 2026 Last Updated 3 hours ago by FPN

In the heart of Shanghai’s dynamic skyline, where futuristic neon meets centuries-old cultural fusion, Max Mara celebrated a monumental milestone.

The Italian fashion powerhouse unveiled its Resort 2027 collection at the striking Long Museum on the West Bund. This wasn’t just another fashion show; it was a profound celebration of 75 years of heritage, innovation, and unapologetic modernity.

As creative director Ian Griffiths noted, Max Mara has always been a “metropolitan phenomenon,” perfectly suited to a city like Shanghai that embodies relentless energy, rapid transformation, and cultural blending.

The event highlighted the brand’s evolution while honouring its roots. Founded in 1951 by Achille Maramotti in Reggio Emilia, Italy, Max Mara is known for exceptional tailoring, luxurious fabrics, and empowering women in urban life. Hosting the anniversary show in China emphasised the brand’s global vision and recognised that modernity extends beyond Western ideals. Shanghai’s rapid transformation reflected the collection’s “Kinetic Chic” theme.

The Long Museum, known for its Brutalist architecture, served as an ideal venue. Its expansive spaces hosted both the runway show and the opening of “The Max!” exhibition, curated by Olivier Saillard.

The exhibition traces Max Mara’s 75-year history through archival items such as early sewing machines, founder sketches, factory photos, and iconic coats. Models walked through large replicas of the Reggio Emilia archive, creating a visual dialogue between past and present.

Guests, including Katie Holmes, Maude Apatow, Michelle Yeoh, and Eileen Gu, experienced this blend of heritage and innovation. After the show, attendees explored the exhibition, open to the public until June 28, 2026, and viewed archival coats and installations. A large teddy bear referencing the brand’s plush coat added a playful element.

For the collection, Ian Griffiths drew inspiration from Bauhaus principles of geometric precision and functional elegance, as well as Shanghai’s vibrant energy. The collection reinterprets Max Mara classics, blending Italian tailoring with subtle Chinese influences for the modern metropolitan woman.

The show began with an ivory sequined trench coat, Obi-belted for structure and paired with a turtleneck and t-strap heels. Tailoring was prominent, featuring boxy houndstooth suits in cashmere, cropped trousers with pankou toggle-button jackets referencing traditional Chinese closures, and Bauhaus-patterned cardigans and pencil skirts. Short shorts introduced a bold urban element.

Signature coats were featured throughout. A camel hooded belted blazer and pants highlighted soft yet structured cashmere. Bold colour blocks in yellow and red contrasted with neutrals, culminating in a sequined crimson slip gown under an oversized red overcoat.

Other highlights included leather opera gloves, deconstructed obi belts, shawl-collar Teddy coats, and elongated pieces inspired by Chinese changshan gowns. Sequins added detail to knits, while olive trenches over pantsuits provided a polished finish.

The “Kinetic Chic” approach emphasizes versatility, combining structure with fluidity and timelessness with modernity. Max Mara’s coats remain central, offering practical luxury for various settings.

Max Mara’s consistency distinguishes it in an era of fast fashion. Under Griffiths’ leadership, the brand has refined its focus on craftsmanship, empowering silhouettes, and enduring investment pieces. Celebrating in Shanghai underscores its strong ties to Asia and commitment to cultural exchange.

The collection addresses the needs of contemporary women in global cities, balancing professionalism, creativity, and personal style. From cashmere suiting to vibrant evening wear, it offers a comprehensive “style system” for daily life and future goals.

“The Max!” exhibition presents the brand’s legacy as a living archive. It encourages reflection on how Max Mara’s innovations, from the 101801 camel coat to modern reinterpretations, continue to influence fashion.

As Shanghai’s lights reflected off the Bund and the exhibition drew crowds, Max Mara demonstrated that its commitment to modernity remains relevant after 75 years. This milestone collection and show highlight why Max Mara continues to define refined metropolitan style.

Resort 2027 inspires fashion enthusiasts, collectors, and city dwellers to dress with confidence and purpose. Max Mara’s heritage and new offerings demonstrate that timeless elegance endures.