Max Mara Atelier: since its inception in 2009, this craftsman lead, research and development project has directed its focus on Max Mara’s iconic piece: the coat. Exploring volume, shape and materials, the goal is to “r-evolutionize” this indomitable brand staple each season. The collection epitomizes the “new couture” of the coat.
For Fall-Winter 2024, Max Mara Atelier introduces a signature red as a subtle motif inspired by the early Max Mara’s illustrations of the 1950s (specifically of a coat in this color). As red was also the tailoring thread used at the time for basting and artisanal stitching.
Today, this red thread stitches together heritage and future, tradition and innovation. It appears in unique hand-embroideries and sophisticated finishes. It cuts a dash as a briefly visible pocket interior contrasting with the rich bronze-colored linings. The red stitching is also skillfully used to draw the “M” monogram beneath the coat collars. It signifies an intimate and understated “inner beauty” revealed only to those who have the pleasure of wearing an Atelier coat. Quintessence of Made in Italy, Max Mara Atelier, in fact, is dedicated to a woman confident in her own style.
On stage, therefore, are the absolutes that represent the archetype of the coat idea, this season skillfully lightened and made even more unique and precious. From the “manteau monsieur” in the impeccable 1950s masculine style, in two variations of cashmere and camel and in total black wool and silk. Or the “trench d’hiver” sartorially crafted in leather. And also the “hourglass redingotes” or the “couture parkas” in wool and silk, and the “maxi cabans” in double cashmere (rendered in the iconic red of the season). Then the innovative “chemise d’hiver”: the new winter over-shirts in pure double cashmere. And also the black and white yarn-dyed “cardigan coat” and the “cocoon coat” in double cashmere and camel finished by hand. Ending with the “évasée manteau” in black wool and silk with a collar embellished with crystal embroidery or in dark green jacquard brocade that reveals unexpected golden reflections. The collection is presented in the modernist architecture of the Olivetti store in Piazza San Marco, Venice, designed by Carlo Scarpa, now a FAI heritage site. A masterful example of modern intervention on a historic building, it is the perfect location for Max Mara Atelier.
Max Mara
Shop 313, 3/F
