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OUR STORY
Over the decades, Weekend Max Mara has evolved into an inspirational Italian lifestyle brand that has flawlessly preserved its relaxed legacy while incrementing its offering with a multi-occasion versatility.
Its authentic nature perfectly embodies the spirit of empowered, cultured and life-loving women all over the world, with an open mind and free spirit. Ladies whose mantra is above fashion, beyond trends.
Its authentic nature perfectly embodies the spirit of empowered, cultured and life-loving women all over the world, with an open mind and free spirit. Ladies whose mantra is above fashion, beyond trends.
1983: Weekend Max Mara is born
Launched as an off-shoot of the main Max Mara collection, as its name suggests, Weekend Max Mara offered an authentic wardrobe of sophisticated relaxed pieces and handsome outdoor wear for women seeking to look chic even in their free time. Beyond fashion and seasons, this new and empowering approach to casual wear was immediately well-received by self-confident women, who were increasingly carving out a position for themselves on the evolving social and work scene.
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Adventurous and sophisticated
Adventurous and sophisticated
Adventurous and sophisticated
Adventurous and sophisticated
1990: a wanderlust spirit
As Italian fashion continued to gain momentum worldwide, so did Weekend Max Mara. The success and visibility led to its first top-class ad campaigns, starring a gaggle of Supermodels the caliber of Linda Evangelista, Isabella Rossellini, Amber Valletta and Karen Elson: perfect Muses of the lightness and the carefree mood of the brand.
2000-2023: THE FIRST FLAGSHIP STORE
The first flagship opens in Bologna. The store, which still exists today, paved the way for an international expansion. The current design concept is characterized by welcoming, airy and bright spaces, evocative of a contemporary home. The mix of materials includes wood, grit and ornate cement tiles mixed with blue boiserie and black and white wall paper featuring designs of antique Italian gardens.
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A global expansion
A global expansion
A global expansion
A global expansion
2016: fresh and iconic
Named after the Italian word for “small pastry,” the Pasticcino Bag by Weekend Max Mara makes its debut, becoming a hallmark symbol of the house characterized by its sweet nature and strong personality. With its pioneering design and day-into-night versatility, this playful clutch shape evokes the sweetness that is found in the magic of childhood, of surprise, of colors.
Signature Collections
Phantasie is the Signature Collection designed by Arthur Arbesser for the Spring-Summer 2024 season of Weekend Max Mara. The collection reinterprets the artistic and cultural heritage of the city of Vienna, where Arbesser was born and raised. The theatre and opera atmospheres typical of the Austrian capital are found in silhouettes inspired by early 20th century ball gowns and in prints that look to the visual art and modernism of the time. Discover it now.
WHERE THE HEART BELONGS
This season invites you to feel at home anywhere and everywhere. SS24 welcomes a place where the heart belongs and all sense of time is escaped. Far from the buzz, but rich with experiences. Landscapes, colours and aromas change but the Weekender stays true to her soul and style.
WEEKENDERS BUTTERFLIES
The butterfly Ally was born in 2009 and it is part of the Weekend Max Mara iconography since then. Chosen for its symmetry and artistic sinuosity, it perfectly embodies the nature and spirit of the brand.