Max Mara’s Cruise 2027 Show In Shanghai Celebrated 75 Years Of Timeless Style
Max Mara chose Shanghai as the stage for its Cruise 2027 collection, transforming the city into the backdrop for a celebration that marked the Italian fashion house’s 75th anniversary.
By Windy Aulia - published
Presented against the striking architectural landscape of Shanghai’s West Bund, Max Mara’s Cruise 2027 collection explored the idea of modern elegance through the lens of movement, versatility and urban sophistication. It was a showcase that honoured the brand’s heritage from the past 75 years while looking firmly toward the future, offering a wardrobe designed for women navigating an increasingly dynamic world.
At the heart of the collection was Max Mara’s enduring commitment to tailoring. Precision-cut coats, structured jackets and fluid trousers formed the backbone of the runway offering, demonstrating the craftsmanship and wearability that have long distinguished the house. The silhouettes were polished yet relaxed, balancing sharp construction with a sense of ease that felt particularly relevant for contemporary lifestyles.
Outerwear remained the star of the show. From sweeping trench coats to oversized wool coats and sharply belted jackets, the collection reaffirmed Max Mara’s mastery of the category. These signature pieces were elevated through thoughtful detailing and innovative proportions, creating garments that felt both familiar and refreshingly modern.
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Throughout the collection, there was a clear dialogue between Italian design traditions and the cultural energy of Shanghai. Rather than relying on arbitrary references, the collection incorporated subtle details that nodded to its location. Refined fastenings, elegant necklines and streamlined silhouettes created moments of connection that enhanced the narrative without overwhelming it.
The colour palette reflected a similar balance between heritage and modernity. Max Mara’s iconic camel shades provided a grounding presence, accompanied by soft neutrals including ivory, grey and black. These timeless tones were punctuated by vivid flashes of yellow and rich red, bringing energy and optimism to the runway. The use of red proved especially impactful, injecting drama into several key looks while reinforcing the celebratory mood of the occasion.
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Texture also played a significant role. Luxurious wool, fluid silk, sequins and finely crafted knitwear introduced depth and contrast throughout the collection. Daywear and eveningwear were seamlessly integrated, highlighting the versatility that has become central to contemporary luxury dressing. A sharply tailored coat was styled with the same confidence as an embellished evening piece, reflecting a modern approach to wardrobe building.
Beyond the clothes themselves, the presentation underscored Max Mara’s ability to evolve while remaining true to its core values. For 75 years, the brand has built its reputation on creating elegant, intelligent clothing for women who value quality, confidence and practicality. Cruise 2027 reaffirmed that philosophy while demonstrating how those principles can continue to resonate with a new generation.
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Maria Giulia Prezioso Maramotti, a member of the third generation of the founding family and the designated spokesperson of the brand, gave her take on the enduring values that have defined Max Mara since 1951—craftsmanship, quality, timelessness and an unwavering focus on women. While those foundations remain unchanged, she explained that the brand’s real challenge has been evolving alongside its audience. “Today, we’re dressing women who are no longer looking for empowerment, but for the expression and enhancement of their own identity,” she shared ahead of the Shanghai presentation. The sentiment resonated throughout the Cruise 2027 collection, which balanced heritage with a modern understanding of confidence, independence and personal style.
The collection ultimately felt like a celebration of longevity, not through nostalgia, but through reinvention. By revisiting its most recognisable codes and interpreting them for a global audience, Max Mara delivered a show that was both reflective and forward-looking by mixing tradition and innovation. It served as a reminder that true style is often found in consistency, craftsmanship and a clear understanding of the audience for whom the clothes are made.