14 Jan 2024 By May Ng

2024 CNY Collections from MAX MARA

The story of the latest Max Mara New Lunar Year unfolds in a fabled land of fantastical creatures. Our heroes, Max the Dragon and his constant companion, Little Ted, pack their chicest finery and set out on mystical adventures. Their destination is the land of Fjords and wildflower meadows.

This selection is a wardrobe inspired by the traditional celebrations of Chinese New Year and the enchanting home of ‘Scandidragon’ – the legendary hero of mythical tales passed down by the ancestors of our stylish protagonists, Max the Dragon and Little Ted. From these flights of fashion and folkloric fantasy emerges a collection rich in the romance of the fjords and the regal splendour of the Chinese New Year celebrations.

A specially curated selection of pieces is presented in classic black and scarlet. A short Teddy Bear Coat, a sporty zipped Teddy bomber and glamourous coats come in rich red, the linings resplendent with seasonal dragons. Printed shirts and funny knitwear refine the look. A jacket that originated with the Max Mara Tailored Suit Project Spring Summer 2024 is adapted specially for the celebrations, cut in a vibrant red and finished with lining dedicated to the Year of the Dragon. Floral prints rendered in a palette of shades of red are reminiscent of Scandinavian wild flower garlands. Bucket hats, baseball caps, sneakers and shiny brooches complete the look.

This Chinese New Year, Max Mara shares inspiration of Max the Dragon and Little Ted’s magical adventures and enduring friendship and wishes you a 2024 full of hope and good fortune.


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