A passion for fashion
(Shanghai Daily)
Updated: 2004-10-18 15:00

A model is making up. [newsphoto.com.cn]

Shanghai, the city acclaimed as "the Paris of the Orient," never seems more so than when the glamorous circus that is also known as Fashion Week comes to town.

The fashion caravan rolls into Shanghai bringing with it a huge white tent which is set up in the riverside area in Pudong. There, the fashion industry puts on an eye-popping extravaganza featuring exotic long-legged creatures wearing outrageously over-the-top costumes.

Shanghai actually hosts four such events each year in spring and autumn separately organized by the Shanghai Garment Trade Association and the Shanghai International Fashion Center (both with government endorsement).

These fashion week shows serve to introduce the work of young domestic designers to consumers and display the latest creations of international fashion houses. Last week, the local garment trade association kicked off shows with international ready-to-wear labels taking center stage.

A model steps out the dressing room, preparing for the coming show.[newsphoto.com.cn]

Among them were MaxMara, Anne Klein, Canali, MAX&Co., Mondi, Kenzo and BICHEdeBERE.

As the week went on, a little recon was all that was needed to track down the latest fashions produced by MaxMara and MAX&Co., two women's ready-to-wear labels. Clean-cut and precise lines are synonymous with MaxMara.

Sharply cut suits, coats and jackets in daring proportions, either body-hugging or oversized, create elegant silhouettes. Chiffon blouses, tops and jumpers with surprising, seductive appliques add femininity.

Cashmere and camel's hair are dyed and patterned in mixes and contrasts, trimmed with hides and fur details.

The color plays with camel, rust and tan, together with orange, khaki green and navy blue.

Maxmara Show during Shanghai Fashion Week. [newsphoto.com.cn]

MaxMara was founded by Achille Maramotti who decided, after taking a degree in law, to dedicate himself to the family passion: tailoring. This passion was inherited from his great-grandmother Marina Rinaldi.

Over the years, designers such as Emmanuelle Kahn, Karl Lagerfeld, Dolce & Gabbana and Narciso Rodriguez have contributed to defining MaxMara. MAX&Co., which belongs to MaxMara, produces young, dynamic mix-and-match styles.

The collection seems to be made up of ideas that have been picked up in an instant from the streets or international catwalks. There's an entire spectrum of shirts, knitwear, jersey pieces and playful T-shirts.

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