Max Mara’s Cruise 2027 Collection Stays True To Its Outerwear Roots
Our take
Max Mara’s steadfast commitment to its foundational strengths—tailoring and outerwear—as showcased in their Cruise 2027 collection, presented in Shanghai alongside their 75th-anniversary celebrations, feels remarkably resonant in a fashion landscape often chasing fleeting trends. It’s a powerful statement, particularly when juxtaposed with the current climate of rapid-fire micro-trends and the constant pressure to reinvent. We’ve seen the cyclical return of certain aesthetics, as evidenced by Taylor Swift’s revival of a previously “dated” accessory-color trend [ FYI: Taylor Swift Just Made This "Dated" Accessory-Color Trend Cool Again ]. Similarly, the lasting influence of iconic imagery, as explored in a recent piece about Yves Saint Laurent's relationship with photography [ How Yves Saint Laurent’s Most Iconic Images Are Shaping My Personal Style ], highlights the enduring power of classic design. These moments underscore a collective desire for authenticity and timelessness, a sensibility that Max Mara effortlessly embodies. The choice of Shanghai as the backdrop further elevates the narrative, acknowledging the brand's global reach and its ability to synthesize heritage with contemporary relevance.
The decision to focus on outerwear, rather than pivoting towards more experimental silhouettes or overtly seasonal pieces, speaks volumes about Ian Griffiths’ deliberate creative direction. It’s a recognition that Max Mara’s true strength lies in its exceptional craftsmanship and its ability to create investment-worthy pieces that transcend fleeting fads. It’s a quiet confidence that doesn't require elaborate theatrics. Consider also the accessibility of elevated style – the desire for discovering "Fresh Walmart Beauty Finds We Can't Add to Cart Fast Enough" [ Fresh Walmart Beauty Finds We Can't Add to Cart Fast Enough ] demonstrates a broader consumer interest in attainable luxury and considered choices, mirroring the Max Mara approach. This collection isn’t about chasing the “new;” it’s about refining and celebrating what has always been exceptional. The dual celebration of the brand’s anniversary and the launch of the “The Max!” exhibit at the Long Museum further reinforces this notion, solidifying Max Mara’s position as a cultural institution rather than simply a fashion label.
The enduring appeal of Max Mara’s aesthetic hinges on its understated elegance and its capacity to evoke a sense of quiet sophistication. It’s a brand that understands that true luxury isn't about ostentatious displays of wealth, but about impeccable quality, enduring design, and a sense of self-assuredness. This resonates deeply with a consumer increasingly disillusioned by the relentless cycle of consumption and seeking pieces that possess both intrinsic value and timeless appeal. By doubling down on its core competencies, Max Mara is not merely preserving its heritage; it’s actively shaping the future of luxury by prioritizing craftsmanship and longevity over fleeting trends. The focus on tailoring, in particular, reinforces the idea of investment dressing, where pieces are chosen for their enduring style and quality, rather than their ability to signal momentary relevance.
Looking ahead, it will be fascinating to observe how Max Mara continues to evolve within this landscape. Will they deepen their commitment to sustainable practices, given the growing consumer demand for ethical and environmentally responsible fashion? How will they balance honoring their rich history with incorporating contemporary influences and appealing to new generations of consumers who seek both heritage and innovation? Ultimately, Max Mara’s success lies in its ability to remain true to its essence — a brand built on enduring quality, impeccable tailoring, and a quiet, confident sense of style — while navigating the ever-changing currents of the fashion world.
On Tuesday June 16, the Max Mara team checked multiple major to-dos off its checklist in one fell swoop. The brand staged its Cruise 2027 collection in Shanghai, celebrated its 75th anniversary, and opened a new exhibit at the Long Museum entitled “The Max!” In fact, the runway was set in the museum, immersing showgoers in the house’s rich, multi-generational story.
Models dressed in cherry reds, dusty pinks, and sandy neutrals navigated the object-covered catwalk — which was filled with sketches, archival designs, and more — as celebrity guests like Katie Holmes, Eileen Gu, and Ming Xi watched from the front row.
Staying true to the label’s roots of precise tailoring and strong silhouettes, Creative Director Ian Griffiths opened the show with a subtly sequined cream trench coat, complemented by a similarly hued turtleneck underneath with a wide belt layered over top, firmly cinching the waist. Bold suit-like outerwear was the theme of the presentation, with various iterations of the highly structured, timeless, and luxurious coats the brand has become synonymous with making many appearances.
While staying true to the quintessential Max Mara style system, Griffiths smartly broadens the brand’s customer base, offering everything from an oversized, robe-like cobalt blue number for the maximalists, to a loose-fitted swing coat that doubles as an LBD for the younger spender, and a tan, hooded silhouette for perhaps the more conservative, established fan of the brand (also likely a good option for Zendaya’s upcoming Dune: Part Three press tour).
Though not every look on the runway included a statement-making jacket, each ensemble borrowed elements from outerwear, further solidifying the category as the brand’s bread and butter. Sprinkled throughout the collection are leather-belted skirt suits featuring frog toggle closures across the chest, shoulder pad-filled maxi dresses with gathered waists, and blazers that buy into the funnel-neck trend.
Ahead, see more highlights from Max Mara’s Cruise 2027 show.
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