Max Mara The Cube with Cameluxe padding

Max Mara is synonymous with camel hair. The legendary coats have been crafted from this sustainable fiber that is collected from the camel as it naturally sheds. The excess camelhair fabric of the Max Mara coats is upcycled to create a new coat with a sustainable padding, the Cameluxe, an ultra-fine material used as insulation for a new generation of The Cube - the integrated system of outerwear and accessories that has been around the “block” a few times.

 

The new collection looking toward a sustainable future for fashion

Arizona Muse is the star of the new Max Mara The Cube with Cameluxe padding Spring Summer 2022 campaign. Model, activist and founder of DIRT, a foundation for the regeneration of earth, she is passionately committed to raising awareness about fashion sustainability and its environmental impact. The campaign photographer was Robbie Lawrence and the video was directed by Tracy Doyle.

The Max Mara The Cube with Cameluxe is an adaptable, high performance collection. Key pieces for Spring Summer 2022 include fully reversible, lightweight, zipped jackets; oversized parkas and boxy sweatshirts.
The collection comes in a spectrum of colours that range from dazzling brights: sunny yellows, and oranges, bougainvillea, sky blue and green - to the classics: camel, navy and white The collection is completed by a line of clutch bags in the same colours, also with Cameluxe padding.

Cover Video 2 Max Mara

The Max Mara The Cube with Cameluxe is an adaptable, high performance collection. Key pieces for Spring Summer 2022 include fully reversible, lightweight, zipped jackets; oversized parkas and boxy sweatshirts.
The collection comes in a spectrum of colours that range from dazzling brights: sunny yellows, and oranges, bougainvillea, sky blue and green - to the classics: camel, navy and white The collection is completed by a line of clutch bags in the same colours, also with Cameluxe padding.

CAMELUXE

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CAMELUXE is a new frontier for mindful fashion: the excess camelhair fabrics are upcycled from our legendary coats (and not only) in order to create a warm insulating pad.
Cameluxe challenges conventional notions of the environmental impact of fashion production by repurposing luxury materials that would have otherwise been unused, decreasing energy consumption, the output of waste, water usage, and CO2 emissions.

Max Mara The Cube

Max Mara The Cube, focused on the down jacket, is an integrated system of outerwear and accessories born in 2008. The Max Mara The Cube’s design is so innovative that it has been “boxed” into the display cases at the Berlin State Museums and New York’s FIT, as a “cult object” in the “Fashion and Technology” exhibitions. In a bid to celebrate the research and innovation behind the Max Mara The Cube’s design, we asked three photographers to provide us with their own visual interpretation of the project and provided them with just one prompt: life, cubed.

Fifteen photographers have interpreted the project: Erik Madigan Heck, Koto Bolofo, Rinko Kawauchi, Hellen Van Meene, Max Farago, Lorenzo Vitturi, Christopher Anderson, Tina Barney, Laurie Simmons, Marilyn Minter, Sam Taylor-Johnson, Stephen Shore, Alex Prager, Tierney Gearon and Joel Meyerowitz.

's Cube Art Cover Max Mara