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SS24 In Focus: Max Mara
IN FOCUS

AN ARMY OF WOMEN 

MAX MARA SPRING/SUMMER 2024 IS AN ODE TO THE HEROINES OF THE BRITISH WOMEN’S LAND ARMY 

In the 1940s, amidst the turmoil of the Second World War, the British Women's Land Army emerged as a symbol of resilience and unity. Women from all corners of England, representing diverse backgrounds and regions, united in a shared mission to nourish the land and sustain their nation during its darkest hours. Whether residing in the serene countryside or bustling cities, women from every walk of life answered the call to work the land, forming unbreakable bonds of camaraderie and determination in the face of adversity. The unwavering strength and indomitable spirit of the Women's Land Army serve as the inspiration behind Max Mara's Spring/Summer 2024 collection, in which luxury meets utility. 

SS24 In Focus: Max Mara
EditorialImages Vol2 – 2

Drawing inspiration from utilitarian romance, the collection channels the essence of workwear classics to redefine glamour. An idealised image of a rosy-cheeked woman amidst idyllic landscapes serves as the foundation for natural-inspired hues dominating the colour palette. Shades like royal blue and jade green lead the way, evoking a sense of natural beauty and vitality.  

SS24 In Focus: Max Mara
SS24 In Focus: Max Mara

Hero pieces pay homage to the collection's agricultural origins, featuring elements such as capacious pockets and reinforced stitching, alongside dyed workwear fabrics. Backless sundress silhouettes draw inspiration from gardeners' aprons further accentuate the collection's references. Anchoring the classic allure of the Max Mara woman are a series tailored styles, including blouses, structured shorts and generous duster jackets, offering timeless sophistication and effortless elegance. The protagonist and representative of powerful outerwear, Quinto is a trench-inspired leather coat in a stone colour, designed for transitioning times and transitional weather. 

SS24 In Focus: Max Mara
SS24 In Focus: Max Mara

Taking inspiration from the themes of the collection, LN-CC's creative team delves into the realm of workwear and our modern cities, capturing the essence of female empowerment in the workplace – emphasising the power of dressing, accentuating feminine silhouettes and reflecting the evolving role of women in high-powered positions. While paying homage to the bold aesthetics of the ‘80s, each image remains firmly rooted in the present moment, set against a backdrop of pristine white minimalism, amplifying the message of Max Mara’s Spring/Summer 2024 collection, seamlessly blending nostalgia with modernity and utility with glamour. 

SS24 In Focus: Max Mara
SS24 In focus: Max Mara
Credits:
Photography: Zach Apo-Tsang @zachapotsang
Light Assistant: Felix Tw @felix.tw
Digi Tech: Andy Broadhurst @andrewbroadhurst_
MUA: Grace Sinnott @gracessinnott
Hair: Ryo Narushima @ryonarushima
Model: Phoebe Veitch @phoebeveitch
Model Agency: IMG @imgmodels
Fashion Assistant: Desi Lazarova @desisl.ava

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