Max Mara Unveils Resort 2027 Collection “Kinetic Chic” in Shanghai

Čen 19, 2026 - 08:00

Italian luxury fashion house Max Mara unveiled its Resort 2027 collection, “Kinetic Chic,” on June 16 at the Long Museum in Shanghai, China.

Celebrating its 75th anniversary this year, the brand used the occasion not only to honor a legacy built on exceptional tailoring and timeless elegance, but also to reaffirm its founding philosophy of designing with women at the center. Looking back on its heritage while embracing the future, Max Mara presented a renewed vision for the modern era.

Set beneath the monumental arches of the Long Museum, the show brought together past and present through a collection that reflected the values and aesthetic principles that have defined Max Mara for more than seven decades.

Summary

Max Mara unveiled its Resort 2027 collection “Kinetic Chic” in Shanghai as part of its 75th anniversary celebrations
The collection reinterprets the brand’s archives and Bauhaus-inspired design philosophy through a modern lens
Michelle Yeoh, Katie Holmes, Maude Apatow, Hikari Mori and other international guests attended the show
Max Mara opened its 75th anniversary exhibition “THE MAX!” in Shanghai from June 17–28
The collection blended Shanghai-inspired cultural references with the brand’s heritage, present identity, and future vision

A Collection Dedicated to Every “Remarkable Max Mara Woman”

In recent seasons, Max Mara has often centered its collections around a singular muse or female protagonist. For Resort 2027, however, the focus shifted to the broader concept of the “Remarkable Max Mara Woman” — a figure representing the many women who have inspired the brand throughout its history.

By revisiting and reinterpreting the female archetypes and design codes embedded within its archives, the collection explored a fundamental question: What is Max Mara?

Functional Elegance Inspired by Bauhaus

At the heart of the collection lies the Bauhaus philosophy, a recurring source of inspiration for the house.

The Bauhaus ideals of functionality, accessibility, and integrated design have long resonated with Max Mara’s approach to fashion. The belief that elegance can emerge naturally from intelligent design remains central to the brand’s identity.

The collection notes state: “Style should never be hard work, and in lives that are already complex enough, getting dressed should not be another challenge.”

The philosophy of founder Achille Maramotti — transforming the everyday into something extraordinary — also served as a guiding principle throughout the collection.

Reimagining the Archive for Today

The runway featured contemporary reinterpretations of archival motifs, including stripes and geometric cubic patterns.

A sophisticated color palette of camel, cognac, khaki, champagne, black, white, and Max Mara’s signature red was punctuated by vibrant accents and playful touches of sequins.

Unexpected embellishments placed on the backs of knitwear and other understated garments introduced a sense of movement and dynamism while maintaining the brand’s refined aesthetic.

Silhouettes balanced practicality and elegance, ranging from oversized coats and cropped boxy jackets to sharply tailored blazers, voluminous above-the-knee skirts, midi skirts, and cropped trousers.

The collection also incorporated subtle tributes to Chinese sartorial traditions. Stretch merino wool cheongsam-inspired dresses, quilted silk jackets, and crisp poplin shirts finished with traditional Chinese knot buttons created a dialogue between global fashion and local culture, honoring the collection’s Shanghai setting.

International Guests Gather in Shanghai

The show attracted an impressive roster of guests from around the world.

Among those attending were Japanese model Hikari Mori, Academy Award-winning actress Michelle Yeoh, actress Katie Holmes, actress Maude Apatow, and entrepreneur Nicky Hilton, all of whom took their seats on the front row.

Also in attendance were Maria Giulia Prezioso Maramotti, Board Member and Ambassador of Max Mara Fashion Group, Fashion Director Laura Lusuardi, and Creative Director Ian Griffiths, who joined the celebration of the brand’s 75-year milestone.

“THE MAX!” Exhibition Opens to the Public

Coinciding with the show, Max Mara opened its special anniversary exhibition, “THE MAX!,” at the Long Museum from June 17 through June 28.

Curated by Olivier Saillard, the exhibition is inspired by BAI (Biblioteca e Archivio d’Impresa), the company archive located in Reggio Emilia, Italy. Conceived as a “Living Archive,” the exhibition brings the brand’s history into the present through a dynamic presentation of its creative legacy.

Garments, accessories, textiles, sketches, photographs, and archival materials are displayed throughout the exhibition, offering visitors an immersive look at the innovation and craftsmanship that have shaped Max Mara over the past 75 years.

Celebrating 75 Years of Timeless Design

Towards the conclusion of the collection narrative, Max Mara posed a question that has long defined its approach to fashion:

How can a garment be both fashionable and timeless?

The answer lies partly in the brand’s intellectual approach to design, but also in the unique values that have earned Max Mara the loyalty of generations of women worldwide.

With “Kinetic Chic,” Max Mara reflects on 75 years of history while looking confidently toward the future. Combining functionality and luxury, heritage and innovation, the Resort 2027 collection delivers a contemporary message for women today.

View all looks from the Max Mara Resort 2027 collection in the gallery below.