Max Mara Fall/Winter 2017

by Paige Reddinger

Hygge, the Danish word for cozy has been very au courant the past two seasons (The New Yorker was even inspired to devote an entire article to the concept), but it is never more apt than in the wintry seasons. At Max Mara that meant more of their popular teddy bear shearling coats, which they first introduced in Fall 2013. Detachable mittens hung from red versions of the coat this season. All of the warm (and cold) Max Mara palettes from camel, cognac, grey, and red were done in shearlings, velvets, and cozy knits. Pant suits were slouchy and relaxed with the feeling that they could be lived practically lived in. Nordic references abounded as the models walked out to Johnny Dynell‘s soundtrack—Vivaldi set to a Scandinavia dance beat—amid the Palazzo Del Santo’s restrained colonnades.

Svensk Form, originally known as Svenska Slöjdföreningen (The Swedish Society of Crafts and Design), was a major influence for the collection according to show notes. It was founded in 1845 to protect the Swedish crafts industry and its workers from mass production and the poor quality of the resulting goods. “Practical Everyday Goods” was it’s slogan in 1919. To that end, the beauty of Max Mara’s DNA (albeit of Italian origin) is chic practicality in the same vein as Nordic design—beautiful, simple, and well-made pieces that work for any day of the week.




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