MILAN, Mar 17, 2009 / FW/ — Max Mara continues to surprise its fans as it explores new territories and this season it is the Max Mara Atelier, which is a research laboratory that updates Max Mara designs while maintaining its original DNA. Who else can helm a successful revival except the bran itself?
Hence, for Fall 2009, the coat took center stage at the Max Mara runway. From the traditional double breasted coat with wide lapels to the calf-length fur coat and the modernistic outer coat with continuous sleeves and square lapels, Max Mara proposed multiple variants of the coat and they are just delicious!
Of course, there are also day dresses and pantsuit sets, the expected fare for Max Mara fans who just cannot live without favorite label. After all, Max Mara had cornered the market for high street fashion with a touch of practicality. Quite frankly, that’s the reason why the brand continues to be popular for the past 50 years.
Resting on its laurels was never its style. So, it’s not surprising that the Max Mara Atelier was created. And for its initial take on the Max Mara heritage – the coat. Sinuous and sculptural cuts architecturally define the female form or hint at it.
Small, stand up collars accompany the curve of the neck, darts define the waistline, and little ruches add movement. There are some constants such as the knee-length, 3/4 sleeves brushing against the elbows, and a range of classic colors from camel to black, including grey and with touches of red.
[SARA CONDE]
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