Curated by celebrated fashion historian Olivier Saillard, "THE MAX!" offers an immersive journey through 75 years of Max Mara's creative evolution. Inspired by the meticulous order of the Max Mara Library and Archive (Biblioteca e Archivio di Impresa, BAI), the exhibition recreates the atmosphere of an open archive, inviting visitors to explore the brand's enduring legacy through a contemporary lens.
Organized into nine thematic chapters, the exhibition traces Max Mara's story from the sewing school founded by Achille Maramotti's mother, Giulia Fontanesi Maramotti, to the brand's first workshop and its continuing pursuit of excellence in tailoring. From the iconic garments, archival materials and reflections on color aesthetics, the exhibition highlights the timeless values that have shaped the house across generations.
