Max Mara Pre-Fall 2017 Runway Show In Shanghai’s Exhibition Center

The newest Max Mara pre-fall 2017 collection and runway show could be described as the epitome of the “go big or go home” philosophy, as the Italian fashion house headed to the Shanghai Exhibition Center to showcase both its pre-fall collection and an exclusive capsule collection created in collaboration with Chinese artist Liu Wei.

Max Mara Pre-Fall 2017 Collection

Beijing-based conceptual artist Liu Wei worked not only at Max Mara’s pre-fall capsule collection, but also at the installation of the runway, which greatly helped the show and collection’s pieces get their ultimate conceptualist and almost futuristic look. Entitled “Monopolis!”, Max Mara’s pre-fall 2017 runway show marked one of the highest haute couture-esque peaks for the brand, as it really helped the label prove that one should never underestimate Max Mara’s creative stream of consciousness.

This creativity intricately ran throughout both the installation and Wei’s 11-piece capsule collection, as it combined “Max Mara’s sartorial milestones and aesthetic with unexpected cuts, volumes and patchworks inspired by the artist’s site specific installations.”

Max Mara Pre-Fall 2017 Collection

Max Mara Pre-Fall 2017 Collection

Both the event and the collections as a whole left Max Mara’s creative director Ian Griffiths particularly happy and satisfied with the outcomes, as he not only managed to mix art with fashion and vice versa, but also to grow his very own perspectives on fashion into something else.

“[Liu Wei and I] produced something that has given me, as a designer, a new direction that I can incorporate now as part of the Max Mara identity,” explained Griffiths backstage. “This sense of rawness that is, I think, completely modern . . . this sense of imperfection that I think signifies the way people want to be today; they want to be glamorous and they want luxury, but they don’t want to be perfect or as if they were trying to be perfect.”

Both Max Mara’s pre-fall 2017 and the Liu Wei x Max Mara staples incorporated such raw and cosmopolitan leitmotifs, lines and patterns to the figures, with the latter being specifically inspired by topographic maps. To better embody the “raw” concept, Griffiths created almost all of his pre-fall 2017 proposals using wool and cashmere, the tailored soft feel of which also reclaims the fashion house’s made in Italy legacy.

Max Mara Pre-Fall 2017 Collection

Max Mara Pre-Fall 2017 Collection

All in all, the Max Mara pre-fall 2017 collection is all about flattering silhouettes and empowering figures, as Griffith turned to heroin characters, such as Joan Crawford and Lauren Bacall, as sources of inspiration. Such a choice let the collection veer to a sort of Matrix-meets-the-Forties kind of look, with cinched waists, structured shoulders and urban chic sharp-cuts dominating the scene.

The color palette was eclectic, too, although predominantly coherent. Aside from a few neutral beiges and browns, the Max Mara pre-fall 2017 line-up had a great time playing with bright whites and pastel colors, among which a soft light blue and an off-yellow surely are the most appealing.

Those who particularly loved the 11 pieces designed by Liu Wei, can already find them available for purchase online, as Max Mara featured the acclaimed see-now-buy-now formula for them, for the first time ever. Howbeit, Griffiths made it very clear this formula won’t become the norm for Max Mara, as “our customers are quite happy to reflect on what they see on the runway for six months or so, and by the time they get to the stores, they really know the look. [See-now-buy-now] is a big opportunity to tap into at the moment… We just wouldn’t like to build our business around it.”

What we are sure about is that Max Mara’s customers got a breath of fresh air with this runway show!

Max Mara Pre-Fall 2017 Collection

Photos courtesy of Vogue

Recent Posts

Pencil Skirts Are Back in The Spotlight for Spring 2018

Pencil skirts are back in the most amazing way. Get ready to take these upgraded styles outside of the office and have fun wearing them. The runway shows made it clear: pencil skirts will be...

5 Things That Will Influence Your Style in 2018

We are about to have an exciting year when it comes to fashion. The maximalist aesthetic that took over in 2017 will bring more innovative things that will influence your style big time this year....

Celebrity Style Highlights from Fall 2018 NYFW

Besides all the statement looks on the runway, the front row is another hot spot for the best style during NYFW. The biggest A-listers get to watch the shows from the front row donning their...

Polka Dot Craze: How to Rock the Trendiest Print of 2018

Since we’re already two months into 2018, the popular trends and prints for the upcoming year are already piling up. There is one pattern that you’ll see everywhere. Insta-popular bloggers are loving it, while celebrities...

Fall 2018 NYFW Street Style Highlights

In the past week the streets of New York City were the hottest fashion spot on earth. Fashionistas from all over the world gathered in the American capital of fashion for the Fall 2018 NYFW....