Max Mara celebrates all women and the essence of individuality through “The Max Mara Jacket Circle”, an interactive installation that highlights the values ​​of the brand and features the iconic Olimpia jacket.

Crafted from pure, lightweight camel hair, Olimpia represents the timeless quality of Max Mara garments. The name, inspired by the mythological figure of the goddess Olympia, protector of family and bonds, reinforces the idea that for Max Mara every woman can be extraordinary.

Since its founding in 1951, Max Mara has remained true to its vocation: to create garments that accompany women throughout their lives, inspiring them to embrace their authentic identity. Establishing itself as a brand that dresses extraordinary women, capable of innovating, growing and making their mark.

Visitors to the pop-up “The Max Mara Jacket Circle” will first have the opportunity to embark on an immersive journey through experiential rooms that celebrate the role of the jacket in the history of women’s fashion and that tell how Max Mara has been able to preserve this role over the years.

The installation also o ers a poetic exploration of the process of creation of Olimpia, presented in a space that blurs the lines between reality and surreality, o ering unexpected perspectives on the jacket itself. Of course, there is no shortage of memorable photo opportunities.

“The Max Mara Jacket Circle” goes beyond the simple status of an installation; it is a celebration of the creativity and lasting impact of a garment that transcends fashion trends. It is an open invitation to everyone to connect with the history of a jacket. The installation will be open to the public from 10 to 20 October 2024 at Portrait Milano, Corso Venezia 11. For more information on “The Max Mara Jacket Circle” and to book the experience, you can visit maxmara.com.