There's been protest, resistance and resilience over the past year, but for Autumn/Winter 2018, an altogether more positive and empowering mood has swept the runways – a celebration if you will of what it means to be a woman in 2018. At Max Mara, a house fluent in the vitality and power of women, this is a time of individuality, offering the options to be as classic, as free or as irreverent as desired, with a complete wardrobe that encompasses all moods and mindsets.
A collection with a renewed sense of vigour and energy, infused with that iconic Max Mara pragmatism, outerwear was key in unexpected twists, as the camel coat for AW18 comes trimmed with fringing, furry caramel or charcoal jackets added a huggy twist, bombers and trenches were leather, maxis went military, while blazers were sequined or lengthened as jackets. And if the house loves a tone-on-tone look, then why not apply this to cat prints too, as Lara Stone and Gigi Hadid both walked in fierce top-to-toe clashing leopard print looks. Statement tees, meanwhile, featured illustrations by François Berthoud and added extra insouciance, even a little punk, to proceedings. A big cast including veterans Stone, Doutzen Kroes and Joan Smalls, as well as newbie Kaia Gerber, ensured maximum impact (and Instagram moments) from open to final exit, the brand making its case to all generations who want a taste of that unmistakable Max Mara luxury, strength and feminine prowess.
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