Max Mara is the first to stage a Resort fashion show in Stockholm. The show is held at the City Hall, a treasured place that for a century has hosted the celebrations for the Nobel Prizes in Literature and the Sciences. Max Mara turns to Sweden and takes cues from its great heritage of powerful women, such as Selma Lagerlöf, the first woman ever to win the Nobel Prize in Literature. Another strong influence is the traditional celebration of Midsummer, hence the name of the collection; Septem Flores. Midsummer is a celebration of the summer season with a big emphasis on its abundant flora. One tradition is the collection of seven particular types of wild flower, anyone lucky enough to find one of each should sleep with them under their pillow in order to dream of their future sweetheart.
Discover a preview of all the looks from the Max Mara Resort 2024 collection
In the collection the no-nonsense, upright, tailored silhouette of the 1900s yields modern looking gigot sleeves, ankle grazing skirts, elbow length capes and smart blouses to wear with bow ties. In contrast there are billowing tunics, long and short, featuring black and ivory braids, pom poms, tassels and studs that echo folk motifs. A striking modernity is achieved by taking folk blouses and recutting them in linear modern fabrics, stripping away superfluous decor. Max Mara takes a fresh look at florals; speckled with sprigs in paintbox colours like a Midsommar meadow, the collection features floaty looks for dreamy nights with graphic white collars and cuffs for a hint of city smartness.