Who wouldn’t wish to make a journey to the island of Ischia, puzzled Ian Griffiths, artistic director of Max Mara.
That is exactly what he and his staff did to current the model’s resort 2022 assortment, with a present that might be held this night on the placing Hotel Mezzatorre, overlooking the Gulf of Naples and nestled in a former Sixteenth-century watchtower.
The COVID-19 restrictions obliged Max Mara to forego its deliberate resort present in St. Petersburg final yr however the firm succeeded in orchestrating the occasion in Ischia, the playground of modern society because the ’50s, simply as Italy begins to see the constructive outcomes of the rollout of the vaccinations marketing campaign. The occasion was rigorously deliberate, security nonetheless high of thoughts, with solely about 80 visitors anticipated on the open-air present, to be adopted by a dinner.
The firm embraced aerial promoting on Monday as a small aircraft flew over all through the day with an indication that learn “Max Mara Loves Ischia” and it’s protected to say the occasion was meant to attract consideration to the island and contribute to kickstart the summer season season right here. Everyone is craving to get out once more and see the world, and Ischia might very properly be a primary cease.
Indeed, the resort assortment known as “Local Color” and is impressed by touring, evoked by author Truman Capote in his tales of the identical title. The symbols of the narrative are his Swans, lovely girls who led a captivating life. As Griffiths stated, although, Max Mara is catering to the fashionable girl who has a busy life. And a world one besides. Max Mara’s revenues in 2020 totaled 1.2 billion euros, and exports accounted for 60 p.c of gross sales. The group has a community of two,500 shops in additional than 100 nations.
The movie of the present might be directed by Ginevra Elkann and might be out there on July 1. The film director debuted with “Magari,” launched in 2019, studied on the London Film School and has labored with Anthony Minghella and Bernardo Bertolucci. Coming full circle, she can also be the granddaughter of Marella Agnelli, one among Capote’s famed Swans.
Max Mara is celebrating its seventieth anniversary this yr. The celebrations kicked off in February with a digital runway present that was filmed at Milan’s La Triennale design museum.
Previously, beginning with the 2015 pre-fall season, the Italian girls’s vogue group has staged runway exhibits in New York, London, Shanghai, Reggio Emilia — the place it’s headquarterd — and Berlin.