The Max Mara Eyewear "launch collection", the first collection of sunglasses & optical frames designed by Marcolin for Max Mara group’s main line, marks a new beginning in the world of eyewear: a remarkable debut that takes place in the year of the 60th anniversary of the Eyewear company, marking a new milestone in its history, after the amazing success of the lines created for Sportmax and Max&Co. A synergy that emerges in a special moment for Max Mara, which also celebrates an important event in 2021, its 70th anniversary.
Established in 1951 in Reggio Emilia, seventy years have gone by since Max Mara was founded and since then it has gone on to dominate the world of fashion and beyond. A celebration for a brand that has always been the quintessence of Made in Italy fashion, whose history is built on values such as admiration of women and their everchanging lifestyle, impeccable quality, attention to detail and continuous stylistic research.
It is truly a brand poised in the balance of tradition and innovation, just like Marcolin. These fundamental principles are the inspiration behind the F/W 2021-22 Max Mara Eyewear collection designed by Marcolin, which hit the runway at the fashion show held last September with a preview of “signature” styles. The runway pieces are now complemented by a comprehensive range of new seasonal styles, which are destined to become the ultimate cult fashion accessory. The starting points for the new eyewear line are some of the ever-present trends in the Max Mara collections, such as menswear inspirations, sartorial techniques and oversized shapes.
They are reinterpreted with Max Mara’s iconic style, chic yet practical, neoclassical yet never ordinary, which stems from the combination of the concepts of solidity, lightness, attention to detail and the search for the finest materials. A dash of femininity adds on to the dialogue between form and function. The collection is all about an evolution of designs, such as pilot, rounded or hexagonal shapes, single-lens shield designs or butterfly & cat-eye frames revisited into timeless and iconic must-have pieces with a strong identity - fashionable, versatile, elegant and easy-to-wear creations, just like the legendary 101801 camel coat or the Teddy Coat, two of the most celebrated Max Mara staples.
There are 3 seasonal themes:
1) Architectural & design inspirations deriving from the work of Irish architect and designer Eileen Gray, a pioneer of the modernist movement, whose aesthetic has inspired oversized frames made from acetate and tubular metal. These styles are characterized by an extremely lightweight feel and extra-large lenses, where functional components take shape as stylistic and minimalistic decorative elements.
2) The life and work of Lee Miller, who was more than just a fashion icon: a model, a fashion photographer and a war correspondent, who was internationally renowned for her work during WWII as well as for her portraits of some of the biggest names of the time. Her strong and forthright personality serves as the inspiration for feminine, thick and linear designs of character, personalized by the gold Max Mara lettering logo on the temples.
3) The #maxmaragram, the monogram logo that identifies the Max Mara brand, created by celebrated artist Erberto Carboni back in 1958, is now revisited with a contemporary twist in a pattern featuring a fine serif font that personalizes the brand’s apparel and accessories and now also its eyewear, as a sophisticated jewel-like emblem that enhances the new Sunglasses and Optical Frames.