As summer’s colors intensify on the global thermometer, wise wanderers set their compass towards the cooler climes of the north. Max Mara Resort 2024 (Cruise 2024) collection finds itself at home in the enthralling landscapes of Scandinavia, a region known for its hip urban centers and universally palatable design aesthetics. Yet it’s in the region’s breathtaking nature and enchanting folklore where Max Mara uncovers a new depth of creative potential.
Scandinavia’s reputation for forward-thinking attitudes has deep roots. While historical narratives often highlight the Vikings’ brutal exploits, few recognize their role in sowing the seeds of gender equality in the region. This progressive culture found resonance in influential figures like Queen Christina of Sweden, a proto-feminist icon, and playwright Henrik Ibsen, the accidental architect of the “New Woman”. This consciousness, intertwined with a philosophical approach to life, permeated the cultural fabric of Scandinavia, setting a stage for the modern metropolitan self’s evolution.
The spirit of this progressive, creative ethos materializes in the figure of Selma Lagerlöf, the luminary serving as the inspirational thread weaving together Max Mara Resort 2024 collection. Born into Swedish affluence in 1858, Lagerlöf challenged the rigid norms of her era, espousing ideas of social progress and challenging traditional views on women and sexuality. As the first woman Nobel laureate in 1909, Lagerlöf’s life and work encapsulated the successful reclamation of folkloric tradition within Scandinavian society.
Informed by Lagerlöf’s pioneering spirit, the Max Mara Resort 2024 collection skillfully melds past and present, combining the practical elegance of early 20th century tailored silhouettes with contemporary sartorial elements. The collection showcases gigot sleeves, ankle-length skirts, elbow-length capes, and stylish blouses sporting bow ties. Juxtaposed with these are voluminous tunics, adorned with black and ivory braids, pom poms, tassels, and studs that reflect folk motifs. By reimagining folk blouses with minimalist modern fabrics, the collection casts aside the superfluous and embraces striking modernity.
Max Mara’s latest collection also draws inspiration from “Midsommar”, the enchanting summer festival celebrated in Scandinavian cultures. The tradition of collecting seven types of wildflowers or “Septem Flores” is beautifully referenced, guided by detailed botanical watercolors. Embellished with floral motifs reminiscent of a vibrant Midsommar meadow, the collection introduces ethereal pieces perfect for serene summer nights, complete with crisp white collars and cuffs, providing a dash of urbane sophistication.
Max Mara Resort 2024 collection is a journey into Scandinavia’s heart, a respectful ode to its history, natural landscapes, folklore, and societal progress. It’s a celebration of the region’s modern metropolitan identity through the lens of fashion, carefully threading the line between past and present, nature and culture, elegance and comfort. In the heat of summer, it offers a refreshing and stylish refuge, much like the cool northern lands it takes its inspiration from.