When Denim Met Wool
“Max Mara is all about wool,” says Laura Lusuardi, the global fashion director behind one of the most classically elegant Italian fashion houses. And what better way to celebrate a fabric than to bring a new face into the mix. As part of the brand’s pre-fall collection shown in Shanghai in December, Max Mara decided to revolutionise a classic by creating a denim-effect Australian merino wool that’s all about having a luxurious tailored look yet still being able to move. The result is a capsule collection of two suits, a dress, a tunic and a coat that is timeless and speaks to that modern woman on the go.
Worn as a layered look or taken apart and incorporated into a working wardrobe, all of the products are versatile. A double-breasted blazer looks absolutely adorable over a floral tea dress, but is also perfectly appropriate as part of a twinset and worn with a classic white button-up. Starting with this woollen denim capsule collection, but continuing with the next collection hitting the Max Mara store, all of the 100% wool products will carry a Woolmark label. “We’ve worked with them for decades, but now is the time to finally tell the story,” Lusuardi says – the story of an incredible heritage of sustainably sourced, well-made luxury clothes.
In 53 years that Lusuardi has been at the company, how has the Max Mara woman evolved? “Generations changed, but our brand is all about the mother and the daughter and following the lifestyle of a woman. And today, the lifestyle of a woman is about comfort,” states Lusuardi, proudly holding a woollen jacket. And she’s right. On the border between style and comfort, there lies Max Mara.
Shop the Max Mara denim-effect wool capsule collection at maxmara.com and at the London flagship at 19-21 Old Bond St, Mayfair, London W1S 4PU.
Text by Dino Bonacic