Max Mara Celebrates its 75th Anniversary in Shanghai

Michelle Yeoh, Eileen Gu, and Ming Xi Grace the 2027 Resort Collection Fashion Show and “The Max!” Archive Exhibition

To celebrate its 75th anniversary, Max Mara unveiled its 2027 Resort Collection fashion show and “The Max!” archive exhibition on Tuesday, 16 June 2026 at the Long Museum in Shanghai. The star-studded evening welcomed international celebrities and icons, including Oscar-winning actress Michelle Yeoh, Olympic champion Eileen Gu, supermodel Ming Xi, as well as Liu Yu, Zhang Kangle, and Katie Holmes, who gathered to witness this spectacular fashion event blending heritage and innovation.

Themed “KINETIC CHIC,” the 2027 Resort Collection draws heavy inspiration from the Bauhaus style, perfectly balancing utilitarianism with luxury to empower women to express their effortless elegance without constraints. Classic stripes and geometric cubic patterns are revitalized across a primary palette of camel, cognac, and Max Mara’s signature red, punctuated by unexpected pops of high-saturation colors and shimmering sequins. The collection maintains the brand’s signature sleek and refined silhouettes—coats exude an effortless aura, while sharp tailored suits and straight-leg trousers convey a crisp, professional edge. Infusing a global outlook with local charm, this season also masterfully incorporates Shanghainese sartorial elements, introducing elastic merino wool cheongsams, quilted silk suits, and crisp poplin shirts featuring traditional Chinese frog buttons.

Curated by Olivier Saillard, “The Max!” archive exhibition is divided into nine chapters, vividly recreating the precious manuscripts and documents from the Max Mara BAI Corporate Library and Archive (Biblioteca e Archivio d’Impresa, or BAI). The exhibition highlights the brand’s 75 years of master tailoring craftsmanship and its pioneering spirit in Italian ready-to-wear. 

Deeply inspired by the Bauhaus style, the collection achieves a flawless balance between practical utility and luxurious textures, aiming to give women the freedom to showcase their natural elegance. The design breathes new life into classic stripes and geometric cubic motifs, led by hues of camel, cognac, and iconic red, while bringing delight through high-saturation tones and playful sequins. The silhouettes continue Max Mara’s hallmark sharp and sophisticated tailoring; the coats carry a nonchalant air, and the tailored blazers paired with straight trousers command sharp sophistication. Blending international flair with the host city’s heritage, the collection subtly integrates Shanghainese design elements, including elastic merino wool cheongsams, quilted silk suits, and poplin shirts with frog fasteners. Through intelligent design logic and an enduring, indescribable charm, Max Mara pens a new future manifesto for its 75-year style legacy.

To mark this milestone anniversary, the brand has specially launched a 75th Anniversary Limited Edition Archival Coat Collection, featuring the limited reissue of three legendary coats: the Meridian, Millenia, and Metric. Crafted with ultra-premium cashmere and innovative techniques, each style is strictly limited to 200 pieces worldwide and comes with an exclusive serial number. Available concurrently at the exhibition and selected flagship stores globally, the collection perfectly encapsulates an everlasting classic that withstands the test of time. The three limited-edition reissued coats will be available for purchase at the exhibition souvenir shop from June 17 to June 28, 2026, and will launch simultaneously at selected global boutiques.

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