Max Mara to host catwalk show in Shanghai and experiments with See Now, Buy Now
Max Mara is hosting its first runway show in Shanghai, this Thursday, December 15. The label will present its pre-collection for fall 2017, as well as a capsule collection conceived in collaboration with Chinese artist Liu Wei, who also created the set for the runway show.
China is an important market for the group. It opened its first store there in 1993 and now has 414 boutiques in China, including 35 in Shanghai.
Max Mara has been presenting pre-collections shows in New York for several seasons now, but this time opted for this huge metropolis. The choice is intentional: the original idea for this collection and a favorite subject of Liu Wei is the city itself: its movements, lines and verticality.
Max Mara will also test drive the “see now, buy now” strategy for the first time. The capsule collection was designed in collaboration with Liu Wei and comprises 11 pieces in upmarket fabrics, inspired by dense urban landscapes. The pieces will be available the next day, December 16, in a selection of Max Mara boutiques worldwide, including the Avenue Montaigne and rue Saint-Honoré stores in Paris, and online on the Max Mara website.
The Italian group owns 19 apparel brands, led by Max Mara and Max Sport, and achieved sales of 1.38 billion euros in 2015, with 60 percent coming from abroad. The company employs 5,692 people and operates 2,668 locations in more than 100 countries.