MaxMara, Launch of 2024 Resort Collection

The Italian luxury fashion brand MaxMara has launched its 2024 Resort Collection ‘Septem Flores’.

The theme of the collection, ‘Septem Flores (Seven Flowers),’ is based on the folklore of the Midsommar festival, where the tradition of placing seven wildflowers under one’s pillow is believed to bring dreams of a future lover.

Inspired by the watercolor hues of meticulously recorded botanical specimens, MaxMara presents a new perspective on flowers in its 2024 Resort Collection. The collection features soft looks for an enchanting night, capturing the colors of Midsommar meadows, while graphically expressing the urban sophistication with white collars and cuffs.

MaxMara’s collection showcases modern silhouettes reminiscent of the 1900s, featuring gigot sleeves, ankle-grazing skirts, elbow-length capes, and smart blouses with bow ties.

Contrasting with these are styles that embody a folkloric motif, such as flowing midsummer tunics, black and ivory-colored pom-poms and tassels, and simplified folk costume tops reimagined with modern, linear-patterned fabrics.

Meanwhile, the MaxMara 2024 Resort Collection is available at MaxMara’s Cheongdam flagship store, key stores, and the official online store.