The fact that Ian Griffiths presented the cruise collection in Sweden is far from accidental. The designer somehow refers to the roots of the brand – not ethnic, but rather social. In 1951, Max Mara was founded by Achille Maramotti, inspired by the ideas of emancipation and the spirit of free and independent women – and the same themes are closely related to the history of Sweden.
Griffiths is known for his ability to wrap complex philosophical ideas in clothes and make them clear, even easy. Max Mara’s ‘Cruise’ reads as clearly as the designer’s other iconic collections: Scandinavian minimalism with a clean palette, folkloric elements as a tribute to Swedish culture and folk embroidery on shirt dresses – a reference to Midsommar.
As a result, a kaleidoscope of complex ideas naturally formed into harmonious images that I want to solve like puzzles. And yet the cruise remained a cruise: quite light, cheerful, juicy and full of flowers, like summer itself. Demi Moore, Amy Adams, Lily Collins, Lili Reinhart and other star fashionistas were able to enjoy it before anyone else. We can already see news from the resort collection on them!
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Source: The Voice Mag
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