Max & Co.

MILAN — Max Mara’s contemporary label Max & Co. has signed a five-year licensing agreement with Italian manufacturer Marcolin for the development, production and global distribution of its eyewear collections. The deal runs through 2024.

The brand’s first eyewear collection under the partnership will bow in early 2020.

Sunglasses and optical frames for the label, controlled by the Max Mara Fashion Group, were previously manufactured and distributed by Safilo Group.

“Our partnership with Marcolin Group marks an important step in the evolution of Max & Co. Together, we will develop design-driven eyewear with the same attention to materials and details found in our ready-to-wear collections,” explained Elia Maramotti, brand director of Max & Co.

Maramotti — who at 29 represents the third generation of the family running the business — recently unveiled plans to overhaul the contemporary label by changing its design team and store concept.

Massimo Renon, chief executive officer of Marcolin Group, said the license “enriches our offering in the women’s eyewear sector. The opportunity to work on the design, production and distribution of this brand allows us to experiment with new ways of creativity and style, and to express the full potential of Max & Co.’s contemporary image through their eyewear.”

Max & Co. was launched in 1986 and counts 400 stores globally. The new store concept will hit first the flagship in Reggio Emilia, the company’s hometown, followed by units in Hong Kong, Dubai and Tokyo’s Omotesando district.

Marcolin’s portfolio includes licensed brands such as Tom Ford, Bally, Moncler, Ermenegildo Zegna, Roberto Cavalli and Dsquared2 to name a few, along with the Marcolin Web label.

This week, Marcolin confirmed that its venture set up in 2017 with LVMH Moët Hennessy Louis Vuitton under the Thélios moniker would manufacture Dior eyewear collections starting in 2021.

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