“New Fashion Action” In Shanghai

Relaunching Of New Max Mara Boutique In Shanghai And Gala Fashion Show Attract City’s Fashion Elite

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Max Mara's flagship store in Shanghai is one of the brand's most important locations

The Italian fashion house Max Mara recently relaunched its flagship Asia store in Shanghai’s Citic Square to much fanfare, and this week the company put on a large-scale gala fashion show to promote two of its product lines. Held at the Garden Lane Creative Park in the city’s Hongkou District, the event was designed to breathe some new life into the unusually quiet late summer fashion environment, and by promoting the main Max Mara line as well as the company’s Sportmax sports line, Max Mara was able to reach out to a wide consumer segment in China’s most fashionable city.

According to the Shanghai Daily, the company took full advantage of the new venue to make an impact on the luxury and fashion crowds:

Chinese top models Mo Wandan and Huang Xiaomeng, together with 20 other models from home and abroad, displayed the two brands’ autumn/winter 2009 collections.

The more generous proportions and the kimono sleeves, the long, slim silhouette, the layering and the contrasting volumes reveal a new concept of style that is a balance between tradition and evolution. Specific attention is paid to the neck as there were many pieces, from trench coats to dresses, featuring a high neck design.

The Sportmax collection is more young and chic with a focus on the shoulders for suits and coats. Knee-length, slim fit trousers with couture pockets, fur coats, wrap-it-all jumpsuits and bandage dresses inspired by the Hollywood style are highlights of the collection.

Last month, Max Mara relaunched its flagship store at Shanghai Citic Square with a two-story shop of more than 360 square meters. It is the first Max Mara boutique in Asia with the same design concept of the Milan flagship store.

Luca Uras, company director in China, said it has experienced continuing growth despite the economic crisis. “Our clothes are designed for real women, not just for top models. And we offer more affordable luxury products compared with those from other high-end fashion houses.”

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