News and events
1 December
Max Mara Seoul Capsule
"You will certainly go to Max Mara, in case you need a good classic coat" - the legendary stylist and fashion-journalist Carine Roitfeld quoted as saying. This is the rock-solid truth for the fashion world insomuch that a traveling exhibition, hosted by the world's leading museums, is dedicated to this iconic wardrobe number.
In 2011, the Coats! featuring Max Mara archives was held in the Moscow State Historical Museum with the BOSCO support. It was a sensation for Moscow sharp dressers then. It is the turn of Seoul now.  The exhibition is hosted by the Dongdaemun Design Plaza, the concept of which was developed by Zaha Hadid.
Here you can see over 90 models of Max Mara coats from the iconic models of the 50's to the modern ones, sketches by Karl Lagerfeld, Gambattista Valli and other designers who collaborated with Max Mara, archival issues of fashion magazines and ad campaigns made by Steven Meisel, Arthur Elgort, Sarah Moon and Richard Avedon. It is surely a good reason to fly to the capital of South Korea for a couple of days!
Max Mara released a special capsule collection in honor of this significant event, which is presented in our boutiques. There is the complete set -  classic Seoul coat of branded camel shade made of camel wool added with Amico skirt and Anima austere shirt to match the lining of "brass" shade. Color is not chosen by chance, but related to the cultural overtones: it reminds of the traditional Korean bangjja dishes, once used in the royal palace.
The total look in one color range is perfect not only for visiting exhibitions but for busy & active life of a complicated Max Mara woman as well.
The capsule is presented in GUM, Petrovsky Passage, Max Mara Kutuzovsky, as well as in Hymen and  Crocus trading centers.
Other news