Key facts
- Max Mara celebrated its 75th anniversary with a fashion show in Shanghai.
- The collection incorporated Chinese aesthetic codes such as pankou buttons and standing collars.
- Designer Ian Griffiths emphasized the designs were for metropolitan women and not solely Western-centric.
- Max Mara has operated in China for 33 years, with 27 boutiques in Shanghai.
- The brand aims to appeal to the 'guochao' trend, which emphasizes local cultural identity.
- The fashion show featured predominantly local models.
Max Mara marked its 75th anniversary with a fashion show in Shanghai, designed to resonate with Chinese luxury consumers and tap into the burgeoning 'guochao' trend. British designer Ian Griffiths stated the collection was created for metropolitan women, incorporating Chinese aesthetic codes such as pankou buttons and standing collars into the brand's signature style. Max Mara has a long-standing presence in China, with 33 years of operation and 27 boutiques in Shanghai alone, positioning itself as a symbol of status and success.
The brand aims to align with 'guochao,' a movement reflecting a growing appetite for fashion with local cultural resonance, particularly among Gen Z. The show's casting exclusively featured local models, and Chinese-American Olympic skier Eileen Gu was a notable guest. Max Mara has also recently supported cultural initiatives, providing wardrobing for a Chinese production of 'Prima Facie,' further integrating its brand with local cultural narratives.
Chinese luxury consumption is rebounding, with consumers accounting for approximately a quarter of global spending. However, brands are increasingly aware that the era of passively receiving Western luxury is over, and a focus on cultural identity is paramount. Griffiths expressed a desire to move beyond Max Mara's perception as merely 'safe and dependable,' aiming for a more dynamic image.