Max Mara fashion director Laura Lusuardi set aside the brand’s signature camel tone when she approached her latest Max Mara Atelier lineup.
“The Max Mara line already offers a wide range of camel coats. With Atelier, we have to offer something different, definitely special and exclusive,” Lusuardi said during a one-on-one meeting at the company’s showroom in Milan. The Max Mara veteran knows her consumers well, and she is fully aware that the brand’s aficionados already own the most signature Max Mara coats in their wardrobe, including the iconic 101801 style or the booming Teddy.
To wit: Lusuardi uses the luxurious Atelier line to experiment with materials, colors and silhouettes, always respecting the brand’s understated elegance and practical sophistication.
For fall 2021, the designer presented 12 different coat styles featuring charming textures and colors inspired by the late artist Jannis Kounellis, part of the Arte Povera movement that flourished in Italy at the end of the 1960s and showcased unconventional materials and style.
Chalk, stone, jute, beetroot, khaki, deep blue and charcoal are among colors for the coats, crafted from cashmere, double-face camel wool, alpaca and mohair. Addressing different body shapes, needs and fashion tastes, the coats spanned from more masculine designs with horn buttons and leather details to pea coats, duffle coats and collarless option in couture-like cuts with high-waisted belts elongating the silhouette.
Crafted from a double wool crepe fabric that Lusuardi said was the favorite of Spanish couturier Cristóbal Balenciaga in the 1950s, the Rose coat incorporated a cardigan construction and the effect of petals at the collar — just the right touch of femininity.