As far as fashion staples go, few are as classic or timeless as the Max Mara camel coat. Seen on the likes of CR stars like Kim Kardashian and Gigi Hadid, the streamlined 101801 Max Mara coat became the symbol of the brand since its creation in 1981.
Now, for a limited time only, the Italian house is staging its Coats! exhibition in Seoul to chart the legacy of this item. Aptly held at the chilly South Korean capital in the Dongdaemun Design Plaza, the exhibit will run until December 12, 2017 and honors the brand’s 60-year-long evolution of outerwear.
Presented in Berlin, Beijing, Tokyo, and Moscow in previous years, the exhibition takes viewers back to pivotal moments in the luxury fashion house’s history. Beyond the camel coat, it highlights Max Mara’s founding in the ’50s, and when Karl Lagerfeld and Jean-Charles de Castelbajac brought the brand into the mainstream in the ’70s.
The 2000s, in particular, was significant for the brand when Carine herself began working with the company. (It was Carine who suggested to creative director Ian Griffiths to include gold sequins on a coat in 2006, now featured in the exhibition.)
To coincide with the Seoul exhibit, Max Mara is also releasing a new style of tailored camel coat in brass coloring, inspired by yughee, Korean tableware that is traditionally used by the royal family.
“I’m obsessed with the meme of the off-duty movie star in sunglasses, a tightly belted camel coat and maybe a headscarf,” Griffiths said in a statement. “I think that this
image is very pertinent to the Max Mara identity; understated glamour and chic, even in the most everyday situations. I want the woman who wears it to feel like that movie star.”
Coats! is on view from now until Dec. 12, 2017 at the Dongdaemun Design Plaza in Seoul.END
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createdAt:Thu, 30 Nov 2017 19:43:41 +0000