Max & Co.

MILAN — Max & Co. is ready for the next decade.

The contemporary label controlled by the Max Mara Fashion Group has set a relaunch strategy introducing changes in its design team and developing a new concept for its stores.

“This is such an important project for us, we wanted to start thinking about what this brand will be over the next 10 years,” said Max & Co. brand director Elia Maramotti who, at 29, represents the third generation of the family running the business. He is the son of chairman Luigi Maramotti.

“We decided to take a moment and look at everything we have done, to our DNA and roots and understand what made us different from others,” he said, presenting the restyling of the brand in its Milanese showroom on Tuesday.

Maramotti’s goal was to go back to the roots of the brand and brush up the label’s inner functional nature that contributed to its appeal since its launch in 1986.

The executive stressed the importance of revisiting the designs and fit of the garments as well as upping the quality of fabrics to offer customers products that can be long-lasting. As a result, the brand will see its prices increasing slightly, although the company didn’t disclose further details on the new positioning.

Glimpses of the new creative direction have been introduced in the brand’s fall 2019 collection currently in stores but will be fully visible with the resort lineup hitting the shelves in November.

Max & Co.

A look from Max & Co.  Courtesy Photo

Sartorial cuts and sporty elements are combined in a collection that intentionally targets different needs and customers’ diverse ages.

The core of the offering focuses on signature Max & Co. pieces, including the Runaway coat rendered in multiple monochromatic versions, and new staples, such as the knitted slip-on sneaker Oya and the Dot bag “inspired by the dot appearing in our logo,” said Maramotti. In addition, the brand has introduced its first unisex item, a basic cotton T-shirt showcasing the new logo and available in a wide range of shades.

The font of the logo has been kept the same but it has been broken down and rendered in different versions for a more dynamic and fun result. To further convey the renovated brand identity, labels and shoppers have also been revisited in fiery red.

Flanking these staples, the rest of the collection comprises a range of items inspired by the sea. The relaxed lineup includes liquid-silk shirts, pleated skirts and dresses in iridescent lightweight fabrics, shimmering knitwear and netted shirts and hoodies with a scuba-diving appeal. The color palette was also in sync with the aquatic theme, as all shades from green and blue to navy feature in the lineup, while blush and pink tones punctuate some offerings through vinyl finishes and neon details.

The revamped image of Max & Co. will also inform its retail network, which currently counts 400 stores globally.

A new interior concept has been conceived to “enhance the customer experience and encourage clients to stay longer in our stores,” said Maramotti. This mission will be favored through blush interiors, open spaces and corners dedicated to workshops, exhibitions and pop-ups staged in collaboration with international lifestyle brands. Digital implementations will further support the omnichannel feature of the units, which will offer services such as click-and-collect.

The first store revamped according to the new concept is the flagship in Reggio Emilia, the company’s hometown, which “acted as a tester,” said Maramotti. The executive revealed that the Max & Co. units in Hong Kong, Dubai and Tokyo’s Omotesando district will be next to undergo the revamp.

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