Max Mara has been a symbol of the Italian savoir faire since the 1950s, and for decades it dictated its own style rules, contributing to a completely new vision of the woman. To celebrate its first sixty years of trends and collections, on November 29, a new edition of the Coats! exhibition was inaugurated in Seoul, Korea.
The exhibition dedicated to over 60 years of history of Max Mara is hosted in the futuristic and multi-functional DDP (Dongadaemun Design Plaza) designed by Zaha Hadid. Coats! plunges visitors right into the heart of the history of the coat and of the brand, winding its way through seven themed rooms packed with garments, sounds, memorabilia and interactive features representing the vision that moved Max Mara’s founder, Achille Maramotti “to make the ordinary extraordinary” by transforming the male coat into a female wardrobe icon.
Exhibited on a path that chronologically represent the evolution of taste, social changes and lifestyles of every decade, there are over ninety coats, starting from the first ones from the 50s to the more recent ones that walked the Milan runway, and, of course, the iconic 101801 style. To contextualize them, the coats are paired with sketches of the designers who worked with Max Mara – including Emmanuelle Khanh, Karl Lagerfeld, Narciso Rodriguez and Proenza Schouler – together with previously unknown
memorabilia, historical magazines, original raw materials, advertising campaigns of great fashion photographers, and works born by the dialogue with contemporary artists.
To celebrate the new edition of Max Mara Coats! in Seoul, the fashion house designed a special look: a coat in pure camel’s hair, a shirt with crystal buttons and French cuffs and pencil skirt. The brass color, which characterizes these pieces is inspired by yugi, precious Korean tableware, used by the royal family and passed from generation to generation. Like camel coats to Max Mara, yugi represents the importance of tradition and quality in Korean culture.
Ilona Catani Scarlett