Max Mara Presents Midsommar in Stockholm With its Resort 2023 Collection

Photo: Courtesy of Max Mara

On June 11, Italian brand Max Mara showed its Resort 2024 collection in Stockholm. This season was all about celebrating Swedish folklore with the brand’s craft and luxury. The question that first came to mind was: Why Stockholm?

“There are too many layers for why Stockholm,” Maria Giulia Prezioso Maramotti Germanetti, omnichannel retail director and brand ambassador of the brand, tells Vogue Arabia exclusively. “But for sure because Stockholm is a country which obviously has a strong, long tradition of empowering women, which is very much in line with the brand.”

Photo: Courtesy of Max Mara

It’s no surprise that the show then took place in the city hall, the site of the annual Nobel Prize banquet. The inspiration behind it? None other than author Selma Lagerlöf, the first woman to win a Nobel Prize. 64 silhouettes walked through the vast and splendid venue, spotlighting monochromatic palettes, clean lines, and the timeless elegance the brand is known for. Sitting front row taking it all in were several inspiring women, from Lily Collins, Demi Moore and Amy Adams, to Karen Wazen, Diala Makki, and Kathy Hilton.

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Adding to the mix were folkloric elements such as snowflakes on waffled knit ponchos and paper floral wreaths. Pompom-adorned drawstring cord belts and fringed tassels, to twist the oh-so-timeless cashmere coats and tailored jackets. Staying away from traditional evening dresses, the finale’s bouquet was a series of floral dresses, embroidered and adorned organza shirts, layered suits, midi vest tops, and a series of full dresses.

Photo: Courtesy of Max Mara

Max Mara’s Stockholm show sends a message to the world that the brand is targeting a new generation of women. “We are not afraid to blink an eye for some novelty,” says Maria Guilia, and yes that blink was definitely worth it.