Launched in 1984 as a casual, outdoor collection ideal for week-ends (as the choice of name intended to suggest right from the start), the label evolved rapidly over the years to become the brand with the specific identity we know today. So, no longer just leisure wear: the Weekend Max Mara label is a very rich and sophisticated, complete wardrobe, including all the various categories of garments (coats, knitwear, shirts, T-shirts, denim wear and lots, lots more) and is complete with a full range of accessories (including shoes and bags as well as scarves, belts, shawls and jewellery) specially designed for the Max Mara woman to give her an all-inclusive solution, whatever she needs and whatever the occasion. Formal informality. Meaning a solution for the contemporary demand for garments that are practical and versatile, “town & country”, full of colour and elegantly feminine. Pieces that express the true concept of “utility de luxe”, anticipated by Weekend Max Mara throughout the seasons and that has since become a constant trend on runways. It’s about easy-chic fashion with a casual touch; a clever combination of glamour and sophistication matched by the label’s original sportswear DNA. Starting from the fits and choices of fabric (especially linens and cottons, plain colours and yarn-dyed fabrics, crêpe de chine, cashmere, wools and tweeds, depending on the season), the imaginative use of colour and decorative features (above all patterns and prints) and the smallest and most carefully designed detail (like hoods and drawstrings). All details that set the Weekend Max Mara “signature” styles apart. Take the outerwear: duffle coats, parkas and pea-coats that may betray a certain dependability in their inspiration (army, navy, worker style) but are continuously updated in their fit, palette and the mood of the moment. It is all in the name of that “chic & free” allure, underscored by the choice of symbol used for the brand: A small, embroidered butterfly, printed or applied to the various garments - symbolising its basic concepts of lightness and freedom. And there’s more: the many “special projects” are yet another reason for the success of Weekend Max Mara. Veritable collections in a collection, focusing on a specific class of product. Like “pretty denim”: premium projects dedicated to the world of denim, the down garments, or the latest and fresh line of chinos. A comprehensive range that grows from one season to the next, distributed worldwide thanks to an extensive sales network devoted exclusively to the Weekend Max Mara label. With over 160 single-brand stores in Italy, Europe and the Far East and corners in leading department stores in the United States. From the flag-shop in London’s Notting Hill to the megastores in Japan and Greater China.
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