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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 in Italy
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.
2000-2015: 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
Eager to explore new grounds, Weekend Max Mara introduces a new inspiring project - the Signature Capsule collections. Designed and inspired by renowned international creative minds, asked to interpret the house codes with a discerning and distinctive eye. The first one to roll out was Aegean Sun by artist and photographer Micol Sabbadini, followed by Trophy Day by Richard Saja; Chaotic Elegance with artist Ritsue Mishima; Nantucket by Anthony Baratta; On Set by costume designer Gabriella Pescucci;, Re-Find by Lucinda Chambers; Flutterflies by Donald Robertson; and A. World by Alek Wek.
SUNSHINE ON MY MIND
Lensed by photographer Nadine Ijewere and styled by Kate Phelan, the Adv campaign features model
Quinn Mora who embodies the Weekender for Autumn Winter 23/24. The
energy of nature teamed with cosmopolitan buzz make Barcelona the winter destination of choice for
the protagonist of this season’s Weekend Max Mara advertising campaign.
Quinn Mora who embodies the Weekender for Autumn Winter 23/24. The
energy of nature teamed with cosmopolitan buzz make Barcelona the winter destination of choice for
the protagonist of this season’s Weekend Max Mara advertising campaign.
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.