The Max Mara Group is getting bigger in the contemporary segment.
The Italian fashion giant is introducing two new women’s labels, debuting with the spring 2017 season.
Called Aiim and Tresophie, the lines will be sold starting from January in a range of multibrand stores across Italy, France, the U.K., Spain and Russia. Both the brands will make their debut in the United States with the fall 2017 collection.
Aiim is a contemporary knitwear label offering sweaters, cardigans, dresses, pants and skirts, which will retail at an average price of 160 euros, or $176 at current exchange rate. The spring lineup, including 50 designs, is inspired by the work of Art Nouveau artist Alphonse Mucha. Multicolor daisies appear on a range of pieces, from cotton sweaters to jacquard styles. Knits are also embellished with ruffles, frills and bonded details.
Tresophie is focused on elegant attire, such as dresses and separates, conceived for a range of different occasions, including parties and official ceremonies. Retail prices are about 280 euros, or $308. The first collection, including 52 pieces, offers an elegant wardrobe showing three different styles — romantic, superglamorous and classic. The first reflects in fluid georgette dresses with ruffles and embroidered tulle veils, the second is celebrated by silk duchesse frocks in both pastels and black, while a more traditional attitude emerges in organza dresses with macramé effects and tulle cocktail dresses.
Dedicated online stores for both the brands will be launched at the end of next year.