Fashion - June 12, 2023

The Max Mara Resort 2024 collection in Stockholm

Yesterday, the Italian fashion house Max Mara unveiled its Resort 2024 collection in Stockholm. The unique atmosphere and purity of design typical of Scandinavia provided the perfect backdrop for this presentation. Amidst the beauty of nature and rich folkloric traditions that evoke mystery and magic, Max Mara painted a captivating imagery. The collection also addressed the theme of “women’s liberation,” a significant topic considering that Queen Christina of Sweden herself was a fervent feminist.

Creative director Ian Griffiths chose to bring Max Mara to Stockholm shortly before the longest day of the Northern Hemisphere. The collection featured lightweight, sophisticated garments with a younger twist compared to the usual style Max Mara has offered in recent years. Amongst the folkloric details, we could admire Fair Isle snowflake patterns and paper floral crowns, along with decorative elements like pompoms and tassels. The looks included Pre-Raphaelite-inspired dresses with bare shoulders, bow ties, capes, gigot-sleeved dresses, mohair sweaters with fringes and sequins, sleeveless jackets, fitted pants, silk shirts, and matching boxer shorts paired with boots.


Progressivism has always been an integral part of Scandinavian culture. Historically, the Vikings were pioneers of gender equality in Northern Europe. The collection pays tribute to progressive women who have made a difference, such as Selma Lagerlöf, a Swedish writer known for her numerous novels and stories based on the life, customs, and traditions of Sweden. Lagerlöf supported social change and progress with innovative ideas about women’s roles and sexuality. Additionally, Max Mara celebrated Midsommar, a popular festival that honors the gift of summer. One of the most fascinating traditions is the gathering of seven types of wildflowers, known as Septem Flores.

“Like a meadow in Midsommar, prints of flowers and colorful branches dance. A collection that unveils looks for dreamy nights.”

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