Max Mara Stages Grand 2027 Resort Collection Debut and "The Max!" 75th Anniversary Archive Exhibition at Shanghai's Long Museum

Italian fashion powerhouse Max Mara unveiled its 2027 Resort collection runway show at Shanghai’s Long Museum, simultaneously presenting the “The Max!” archive exhibition to mark the brand’s 75th anniversary. The star-studded evening brought together Academy Award winner Michelle Yeoh, Olympic champion Eileen Gu, supermodel Ming Xi, as well as Liu Yu, Zhang Kangle, Katie Holmes, and other international figures, all dressed to the nines to witness the brand’s heritage and innovation across more than half a century.

The 2027 Resort collection centres on the theme “KINETIC CHIC,” with designs deeply inspired by the Bauhaus aesthetic, striking a precise balance between functionalism and luxurious texture — designed to let women embody effortless elegance without constraint. The collection reimagines classic stripes and geometric cube patterns, anchored by the brand’s signature camel, cognac, and red tones, punctuated by surprising pops of saturated colour and shimmering sequins. The pieces carry forward the brand’s sharp, refined silhouettes — coats exude an easy, free-spirited presence, while precisely tailored suits and straight-leg trousers project polished confidence. This season also weaves in local Shanghai influences, with standout pieces including a stretch merino wool qipao, quilted silk blazer, and poplin mandarin-collar shirts with knotted buttons, achieving a seamless fusion of Eastern detailing and Western tailoring.

Presented alongside the runway show, “The Max!” archive exhibition is curated by legendary creative director Olivier Saillard. The exhibition vividly brings to life rare manuscripts and historical documents from the Max Mara BAI corporate library archive, showcasing 75 years of the brand’s precision tailoring and its pioneering spirit in Italian ready-to-wear.

To mark the anniversary, the brand has also launched a special 75th Anniversary Limited Edition Archival Coat Collection, with limited re-editions of three iconic coats: the Meridian, the Millenia, and the Metric. The new pieces retain the proportions and silhouettes of the originals while incorporating evolved craftsmanship, rendered in featherlight cashmere for a softer, more refined hand feel. Each style is limited to just 200 numbered pieces globally, available at the exhibition and at select stores worldwide.

The Meridian cape coat, traceable to 1994, is reissued in a leather-toned fabric with a striking red lining. The Millenia coat — dating to 1998 and famously featured in campaigns shot by legendary photographer Richard Avedon — returns in camel cashmere enlivened by a bright yellow lining. The Metric coat from 2015 revisits the classic wrap silhouette with refined proportions, rendered in an exclusive cool-toned beige “kashá” colour paired with a quiet blue lining.

The three limited-edition coats are now available at selected stores worldwide.