Discover the installation from October 10 to October 20, 2024
Max Mara celebrates all women and the essence of individuality through "The Max Mara Jacket Circle," a special installation that highlights the brand’s values and showcases the iconic Olimpia jacket.
Crafted from pure and lightweight camel hair, Olimpia embodies the timeless quality of Max Mara garments. The name, inspired by the mythological figure of the goddess Olimpia, protector of family and bonds, reinforces the idea that for Max Mara, every woman can be remarkable. Since its founding in 1951, Max Mara has remained true to its mission: creating garments that accompany women throughout their lives, inspiring them to embrace their true selves. Establishing itself as a brand that dresses remarkable women, capable of innovating, growing, and making their mark.
Visitors to the "The Max Mara Jacket Circle" pop-up will first have the opportunity to embark on an immersive journey through experiential rooms that celebrate the role of the jacket in the history of women's fashion, and tell the story of how Max Mara has preserved this role over the years. The installation also offers a poetic exploration of the process of creating Olimpia, presented in a space that blurs the boundaries between reality and surrealism, offering unexpected perspectives on the jacket itself. Of course, there will be plenty of opportunities for memorable photo moments.
The installation will be open to the public from October 10 to October 20, 2024, at Portrait Milano, Corso Venezia 11. For more information about "The Max Mara Jacket Circle" and to book the experience, visit maxmara.com.
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