COAT! Max Mara Review Italy Fashion Design And Creation

"COATS!

Max Mara, Italy fashion 55 years "exhibition opened in October 19th at the Beijing Museum of Fine Arts in China.

The exhibition is a historical review of the art design and garment industry in Italy.

The exhibition shows the evolution of the coat from the 1500 to the post-war period in the form of engraving, lithograph and printing. The exhibition also explores the history of Max Mara's innovation and creation through a series of more than 70 coats selected from 1950s to date.

As one of the world-famous fashion brands, Max Mara was founded in 1951 by Achilli Maramotti (Achille Maramotti) in Italy.

Mala Moti's son, Max Mara group president Luigi Maramotti (Luigi Maramotti) attended the opening ceremony of the exhibition.

He said: "this exhibition is not a celebration of fashion brands, but a presentation of our understanding of fashion development.

55 years ago, my father founded the brand's idea: let more people enjoy the beauty of fashion through industrialized design.

The first design he introduced was the coat.

Max Mara is closely related to young people.

This exhibition not only lets Max Mara insiders understand the history of the brand, but also lets the fashionable young people see the hidden things behind the fashion.

The curator Adeheld Lash (Adlheld Rasche) introduced the exhibition on the history of the development of women's coats for two years.

"The history of Max Mara development is more about the history of creation and design," she said.

The exhibition tells the fashion story in chronicles. "

The exhibition is divided into different theme areas, focusing on the special historical and cultural stages in the development of Max Mara, including origin (1950s to 60s), fashion and publishing media (70s), creativity (80s), global image (90s), production (twenty-first Century to date).

Many of the valuable pictures and design manuscripts on display are directly from the internal archives of Max Mara enterprise.

These design sketches show that Max Mara has been working with many famous designers for a long time, from Emmanuelle Kahn, Anne Marie Beretta, Nanni Strada, Colette Demaye to Strada, Anne, and Anne.

Another important part of the exhibition is fashion photography, which shows the Max Mara advertising image created by international models and photographers.

Sarah Moon, Peter Lindbergh, Richard Avedon, Steven Meisel, Craig McDean and other international photographers have served as the mirror for the ad campaign.

The exhibition has set up multi-media booth, and the audience can touch the details of the coat including seams, sleeves, pocket and so on, so as to experience the industrial production process and quality of Max Mara.

"COATS!

Max Mara, Italy fashion 55 years "exhibition has been successfully exhibited at the Berlin cultural center in Germany and the Tokyo Sen Arts Center in Japan. Beijing is the third stop of its global tour, which will be held until November 12th.

Thereafter, the exhibition will be held in Madrid and Rome in turn.

Luigi Maramotti said: "the destination of the global tour is the capital of all countries. The common characteristics of these cities are both traditional and future oriented."

When it comes to the impact of the global economic crisis on brands, Maramotti believes that the real economy is about creativity.

He said that the Chinese market has great potential and is the youngest market in Max Mara overseas market.

To celebrate the exhibition in Beijing, Max Mara has launched a 101888 limited edition coat in China, which is a limited series on the basis of the best selling 101801.

This design is specially designed for coats with fashionable style.

In addition to having the Max Mara logo dot pattern, the 101888 coat also contains logo and a label that represents the original design.