Septem Flores
Max Mara is the first to stage a Resort fashion show in Stockholm. The show is held at the City Hall, a treasured place that for a century has hosted the celebrations for the Nobel Prizes in Literature and the Sciences. Max Mara turns to Sweden and takes cues from its great heritage of powerful women, such as Selma Lagerlöf, the first woman ever to win the Nobel Prize in Literature. Another strong influence is the traditional celebration of Midsummer, hence the name of the collection; Septem Flores. Midsummer is a celebration of the summer season with a big emphasis on its abundant flora. One tradition is the collection of seven particular types of wild flower, anyone lucky enough to find one of each should sleep with them under their pillow in order to dream of their future sweetheart.
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