Max Mara celebrates its 75th anniversary at Shanghai’s Long Museum with the Resort 2027 fashion show. Ambitious and contemporary, seamlessly blending utility and luxury, the collection is not simply a retrospective; it is a manifesto that pays tribute to the brand’s history while looking firmly toward the future. The Resort 2027 collection comes to life in "The Max!", the exhibition curated by Olivier Saillard and conceived as a living archive celebrating the brand’s heritage.

Graphic devices from Max Mara’s past resurface with renewed vigour as stripes and geometric patterns revitalize a palette of camel, cognac, khaki, champagne, black, white and of course Max Mara’s own iconic shade of red. Shocks of saturated colour and the playful shimmer of paillettes appear in unexpected places, notably as simple chic sweaters. The silhouettes are characteristically sleek and curated to ensure that every Max Mara woman can find her look. Max Mara shows a collection with an international flavour punctuated by subtle nods to the traditional style of its host city—such as a stretchy merino wool cheongsam, a quilted silk jacket or a crisp poplin shirt with a pankou fastening.

This is a celebration of seventy-five years of style that is lived in, loved and always, entirely her (and sometimes his) own.