Max Mara Is Inspired by Scandinavia For Its Resort 2024 Collection
Max Mara Resort 2024 collection showcases powerful Swedish women to create a collection that embodies grace, sophistication, and a touch of whimsy.
Max Mara recently unveiled its Resort 2024 collection in Stockholm, showcasing the brand’s ability to create compelling fashion narratives. Ian Griffiths, the creative force behind Max Mara, drew inspiration from a range of sources, including Scandinavian folklore, historic figures, and the progressive spirit of the region. The collection seamlessly blended modernity and femininity, staying true to the brand’s mission of empowering women through clothing.
Griffiths paid homage to Vikings, highlighting the gender-equitable nature of their pillaging. He also referenced Queen Christina of Sweden, the influential female characters of playwright Ibsen, and the pioneering suffrage activist Selma Lagerlöf.
The Max Mara Resort 2024 collection was presented in the Gold Hall, a stunning venue covered with golden mosaics of Swedish folklore and myths. The collection featured a fusion of Swedish folklore and Italian luxury, with high-end hippy dresses inspired by the Swedish smock and wildflowers embellishing skirts and capes. The collection had a slight gothic vibe, inspired by the dark themes of Scandinavian folk tales.
The models wore black and ivory floral coronets, adding a touch of power to the collection. The collection also included waistcoats, sleeveless blazers with frayed hems, and contrasting mannish cuffs with chiffon or taffeta shirt dresses. According to Griffiths, Max Mara is not about experimental fashion but rather creating normal clothes that carry important intellectual ideas.
The Resort 2024 collection was a testament to this philosophy, showcasing the brand’s ability to create wearable fashion with a powerful message. “Max Mara is not about intellectual clothes, but normal clothes carrying important intellectual ideas. I don’t expect the Max Mara woman to wear experimental fashion,” explained Griffiths.
According to Max Mara’s creative director, Ian Griffiths, he enjoyed the floral aspect of the Florence Pugh film but disregarded the darker themes. “I put aside all the sinister, gory bits, but I loved the flowers,” he said. “[That said], there is something a little bit gothic about the collection,”. However, the collection does have a slightly gothic feel, influenced by the sombre nature of Scandinavian folk tales where children undergo gruesome experiences.
The models wore black and ivory floral coronets, which added a sense of power to the collection. Griffiths also incorporated contrasting elements such as minis waistcoats, raw sleeveless blazers with frayed hems, and mannish cuffs with chiffon or taffeta shirt dresses, giving the collection a touch of punk. “They instantly become much more powerful, and less pretty,” Griffiths said. “There is something just a bit moody about the collection, and a tiny allusion to punk, which I think is always a good thing.”
Griffiths believes that Max Mara’s clothing should carry important intellectual ideas rather than being experimental. “Max Mara is not about intellectual clothes, but normal clothes carrying important intellectual ideas. I don’t expect the Max Mara woman to wear experimental fashion,” explained Griffiths.
Max Mara’s design and craftsmanship align with the Scandinavian culture of minimalism and substantiality, according to creative director Ian Griffiths. He believes that there will be a renewed interest in Scandinavia’s art, design, culture, and landscapes, as well as its magical folk and fairy tales, allowing Max Mara to explore new territory. “I believe there will be a huge reawakening of interest in Scandinavia and its contribution to art, design, culture, and majestic landscapes. And in their magical folk and fairy talks – Peer Gynt, trolls, giants, and women magicians. So, this culture allows Max Mara to explore some new territory,” stressed Griffiths.
The brand hosted 120 guests in Stockholm, offering tours of art museums, boat trips, and visits to the Vasa Museum, which houses the best-preserved 17th-century ship. The runway show was attended by a star-studded list of celebrities, including Demi Moore, Lily Collins, Amy Adams, and Kathy and Nicky Hilton, who also attended the gala show and dinner.
