Milan Fashion Week has just begun but trends are already starting to emerge. The elegant Italian glamour we have come to expect from Milan has been pared down to a more relaxed and youthful place. At MaxMara, the towel died hair and clean makeup worked perfectly alongside the warm caramel desert tones and sporty cuts. It wasn’t groundbreaking or even slightly eccentric, but it was a natural progression from the clean-cut outerwear and narrow silhouettes we saw for fall. MaxMara is often associated with an older clientele and a more mature Italian woman; this season’s modern, utilitarian cuts definitely target the younger generation.
The brand is about to celebrate its 60th anniversary this October with a gala in Moscow and an exhibition called “Coats! 60 Years of Italian Fashion”. The show has already traveled to Berlin, Tokyo, and Beijing and considering the strong outerwear we saw for spring, MaxMara is still running full steam ahead as one of the most recognizable, and successful, Italian brands. The collection’s palette was filled with warm sandy beige and hits of black, white, and aquamarine and a slight shimmer was added to the no-frills pieces for evening. Textures varied from thin body-stocking dresses to smooth leather miniskirts and the collection walked the line between athletic and casual elegance. It won’t be noted as trendsetting or innovative, but it’s sure to drive a younger customer to the already thriving brand.