Cover These Max Mara spring/summer 2024 looks were flown in from Milan for the collection's in-store launch in the Philippines
These Max Mara spring/summer 2024 looks were flown in from Milan for the collection's in-store launch in the Philippines
1 / 1
The brand reinvents 1940s wartime fashion with a collection made for the modern woman
Max Mara’s spring/summer 2024 collection sings the praises of the modern woman with its unapologetically sophisticated designs swathed in sandy neutrals. The selection, composed of an array of utility-style outfits, from military jackets and rompers to triple-layered chiffon gowns with gaberdine straps, was inspired by 1940s wartime fashion. Max Mara was given the contemporary treatment and its knack for encapsulating femininity into practical forms.
The spring/summer 2024 collection’s in-store launch was held on March 18 at Max Mara in Greenbelt 3. The event included a fashion presentation featuring looks from Milan Fashion Week. The venue transformed into a runway, where models stepped out in structured pieces that conveyed modernity but not without femininity.
More from Tatler: J Cricket’s Jimin Lee creates a parallel universe where clothes act as personal vessels
Above Four looks from Max Mara's spring/summer 2024 collection
Four looks from Max Mara's spring/summer 2024 collection
1 / 1
The clothing's sensible aesthetic and structured shaping may invoke the countryside, but it also dedicates itself to the big city girl. Described as a “new utility glamour”, the collection draws its impressions from the workwear of “land girls” in the 1940s. These women were members of the Women’s Land Army, a workforce whose responsibilities included tending to farms and gardens on the frontier while men went off to war.
According to the brand, “The Land Army believed in cultivating its troops. Many got their first taste of learning in its ranks. And their education was not simply to train them for work.”
In case you missed it: Septem Flores: Max Mara embodies all things Scandinavian in its newest collection
Above A casual yet refined look from Max Mara's spring/summer 2024 collection
Above Sandy neutrals dominate Max Mara's spring/summer 2024 collection
A casual yet refined look from Max Mara's spring/summer 2024 collection
1 / 2
The collection manifested the land girl narrative in a range of memorable pieces, including backless sundresses ideal for spending hours in the sun, denim midi skirts with large pockets, and silk shirts. It also featured colourful prints with floral embellishments inspired by the garden of novelist Vita Sackville-West, who wrote extensively about the land girls.
NOW READ
HOKA hits the ground running with the opening of two new locations in Metro Manila
Botanical creations: Rajo Laurel talks about his ‘Hardin’ collection
Maison Margiela and Gentle Monster reunite for a second chapter in their futuristic love story
Credits
Images: Courtesy of Max Mara Philippines
About
Julianna has been interested in leading a literary life since she first read Frances Hodgson Burnett's A Little Princess at eight. Before working with Tatler, she was an archive intern at The Center for Fiction in Brooklyn, New York. She is a textbook Pisces who devotes most of her spare time to her crochet projects, watching classic films, and going through her never-ending pile of unread books. She studied creative writing, global literature and art history at Sarah Lawrence College, graduating with a Bachelor of Arts degree in 2022. Toni Morrison, Nora Ephron, Clarice Lispector and Jia Tolentino are among her all-time favourite writers.
Work
Julianna writes about fashion, beauty, sustainability, and the arts. She is always keen on conducting interviews with talented women who are changing the game in their respective fields.
For event invites and story leads, hit her up at julianna.cabili@tatlerasia.com
