Max Mara Presents Its Resort 2024 Collection

The show took place in the gigantic Blue Room, the annual venue for the Nobel Prize ceremony.

Max Mara has been the first brand to organize its Resort 2024 fashion show in Stockholm at the city’s town hall. Inspired by Scandinavian culture, the collection mixed Italian craftsmanship and luxury with Swedish folklore and magic, representing the idea of the modern cosmopolitan woman. A summer fashion presentation took place in its gigantic Blue Room, the annual venue of the Nobel Prize award ceremony. Ian Griffiths, creative director of Max Mara, was inspired by the kind of clothes that might have been worn by Ibsen’s heroines in their struggle against the strict society of their time. “I think there will be a huge interest in Scandinavia and its contribution to art, design, culture and its majestic landscapes. And for its magical folk and fairy conversations – Peer Gynt, trolls, giants and sorceresses. It is a culture that allows Max Mara to explore new territories,” Griffiths emphasized.

An ideal location, enveloped by the inspiration of Selma Lagerlöf, a 19th-century Swedish writer committed to feminist progress and social change, as well as being the first woman to win a Nobel Prize.

“Another strong influence is the traditional celebration of the summer solstice, hence the name of the collection: Septem Flores. The solstice celebrates the summer season, with a strong emphasis on its abundant flora. One tradition is the gathering of seven different types of wildflowers: whoever is lucky enough to find one of each type must sleep with them under their pillow to dream of their future love.” – By Max Mara.

“Stockholm’s impressive City Hall is best known for being the venue for the Nobel Prize banquet. Built between 1911 and 1923, it is an architectural gem inspired by Italian Renaissance, Swedish Baroque and National Romantic styles.” – By Max Mara.

The designer found many parallels between Max Mara and Swedish design. “There is a sense of accessibility in Swedish design. It’s designed for anyone who wants to wear it, and so is Max Mara,” he explained before the show. Ian Griffiths masterfully crafted a narrative that drew inspiration from Scandinavian folklore, historical figures and the progressive spirit of the region. With a refined blend of modernity and femininity, the collection showcased the brand’s ability to tell compelling stories through fashion.

Griffiths embraced this legacy by delving into a multitude of sources of inspiration. His narrative paid homage to the Vikings, highlighting the belief that their plunder was gender equitable. She also referenced the “problematic lesbian” Queen Christina of Sweden and the influential female characters of playwright Ibsen.

Among the folkloric details, they ranged from cosy Fair Isle snowflakes in woven ponchos to pagan paper floral wreaths. Pom-pom embellished drawstring belts and fringed tassels added fun details to the signature cashmere coats and tailored jackets. Max Mara’s Resort 2024 collection spanned a variety of styles, from Pre-Raphaelite-inspired off-the-shoulder dresses to sleek modern silhouettes. Gathered tights, voluminous sleeves and skirts added a touch of romanticism. Modernity came in the form of fitted vests, pants, silk shirts and boxer shorts paired with elevated flat boots. Bomber jackets and sequin plaid sweatshirts with mohair fringe added a contemporary touch.

He took the kitsch out of folkloric flower crowns, floral prints and gowns, giving them a pared-down, monochromatic and linear treatment, in tune with the modern Scandinavian aesthetic. Her cream and black colour palette kept it fresh and modern, as did simple sporty pieces like floral embroidered briefs and sheer vaporous shirts and loose-fitting dresses. “I always try to bring a certain desire to be effortless. There’s something about Max Mara, which allows you to put something on and then forget about it,” the designer explained.

The show ended with a series of embroidered and light and fluttering wildflower print pieces that signaled the brand’s desire to offer elegant evening options alongside its unique coats and tailoring.

“I think the overall direction is more designer content, but without ever abandoning the wearability or rigor of Max Mara,” Griffiths said. “And there’s the fact that you can take any piece from any collection, and you should be able to wear it five years from now or 10 years from now.”

Also in Sweden to see the collection was a crop of A-listers dedicated to Max Mara’s timeless aesthetic, including Lily Collins, Amy Adams, Demi Moore, Kiernan Shipka, Katy and Nicky Hilton.