At the heart of Max Mara Atelier‘s Fall 2024 Collection lies a subtle yet striking motif – the introduction of a signature red hue that pays homage to the brand’s illustrious past. Inspired by Max Mara’s design archives from the 1950s, this vibrant color was historically used for basting and artisanal stitching, as explained by the fashion director, Laura Lusuardi. “It’s the fil rouge between the past and the future, tradition and innovation,” she eloquently expressed, capturing the essence of this sartorial journey.
Lusuardi’s vision for the Fall 2024 collection was heavily influenced by the “relaxed attitude” of French women, as well as the intricate details of haute couture. This inspiration manifested in the collection’s French-inspired names, each evoking a distinct sartorial narrative. The “Manteau Monsieur,” for instance, was a nod to a 1959 masculine style, presented in variations of cashmere, camel, and sleek black wool and silk.
The “Evasée Manteau,” with its black wool and silk construction, featured a collar embellished with crystal embroidery, while the dark green jacquard brocade version shimmered with golden reflections. The “Trench d’Hiver,” on the other hand, showcased the brand’s sartorial expertise in leather, elevating the classic trench coat silhouette. Regardless of the name, each coat in the collection exuded a sense of sculptural elegance, reflecting the time-honed skills of Max Mara Atelier’s artisans and seamstresses.
