Family business: trends of the 40s and 70s in the new Weekend Max Mara collection

The Italian brand has released a collaboration with stylist Gabriella Karefa-Johnson.

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

In the spring-summer 2022 Weekend season, Max Mara presented a new collection created in collaboration with the famous New York stylist and editor Gabriella Karefa-Johnson. The main source of inspiration for the collaboration, which received the telling name Family Affair, was her family. “I often say that style is what I inherited. The playfulness and elegance in the way of dressing, inherent in my family, was passed on to me. Therefore, all creative projects become a family affair for me,” Gabriella said.

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

Watching the style of the closest relatives, grandparents, aunts and uncles, brothers and sisters, Karefa-Johnson sees before him an endless scope for imagination. According to the stylist, the new collection demonstrates “how the identity of the spirit is reflected in our way of dressing.” In addition, Gabriella’s artistic past and her unique approach to style have made a huge contribution to the birth of a powerful, vibrant cinematic collection that conveys the atmosphere of the 70s.

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

The pages of old family albums of the 70s, where bright prints and strict silhouettes in the spirit of the 40s and 50s reign, are harmoniously embodied in the new line. This interweaving of decades emphasizes the continuity of generations, the indissoluble connection between women of different eras, who are united by impeccable taste and a universal sense of style. According to Karef-Johnson’s idea, each element of the collection is filled with fun and joy, lightness and originality.

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

Семейное дело: тренды 40-х и 70-х в новой коллекции Weekend Max Mara

In the collection, special attention was paid to dresses. Short, elongated, with slits, with sleeves and without — in an extensive range, everyone will be able to choose an image to their taste. An alternative to dresses will be made up of sets, the same light and fresh, filled with everyday chic. They are ideal for the hottest months. Accessories pick up an exciting game. Baker Boy hats made of denim are a real highlight of the image, which can be supported with a bag. For example, a classic cotton macrame with a damiere print for the Pasticcino brand, or a model with a fai print. Wooden clogs in the spirit of the 70s will be the final chord in a bright image.

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