MILAN — The Max Mara Group is reinforcing its commitment to sustainability.
The company has teamed up with yarn maker Saluzzo Yarn to launch a special project under the Weekend Max Mara label, the Italian fashion group’s brand focused on practical yet chic outfits for off hours.
Starting in January, 1,500 stores in the world will sell four pieces as part of the Weekend Max Mara spring collection, all made of a high-tech fabric produced with Saluzzo Yarn’s Newlife, a technologically advanced range of recycled polyester yarns made from plastic bottles.
The graphic pieces, all with micro or maxi jacquard houndstooth patterns, will include a flared trench, a boxy collarless jacket, a T-shirt and a pencil skirt. Retail prices will range from $220 to $700.
“We are very satisfied with this project, which is innovative, responsible, fashionable and proudly Italian,” said Max Mara Group fashion director Laura Lusuardi, who said that the clothes will feature a customized tag “to make customers completely aware of this project.”
“This collaboration grew out of Max Mara’s decision to recognize the high quality of the fabrics produced with Newlife,” said Saluzzo Yarns chief executive officer Stefano Cochis. “Max Mara confirms that with Newlife it’s possible to develop fabrics that are not just sustainable but also extremely beautiful, marking a huge revolution for the eco-friendly industry.”
To develop the Newlife platform, Saluzzo Yarn created its own directly controlled supply chain, including a company collecting plastic bottles in northern Italy and a factory converting the plastic into 100 percent recycled polyester through a mechanical process with low environmental impact. Then Saluzzo transforms the polymers into high-quality yarn, which can also be treated to be antibacterial, UV-resistant and breathable.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast