Max Mara Fashion Group news and archive

Max Mara: Spring/summer 2026 beachwear

Eternal Capri. A place of light, sea, and effortless living. For spring/summer 2026, Max Mara Beachwear pays homage to an iconic location and its timeless imagery: Capri in the 1960s. A capital of relaxed luxury and spontaneous sophistication, the island was the stage for 'La Dolce Vita'. It was a favourite retreat for great divas, poets, and...

FashionPress Release

Sportmax: spring/summer 2026 campaign

For spring/summer 2026, Sportmax continues its exploration of movement, grounding the female form firmly in the real world. Evolving from the previous season, the campaign places the Sportmax woman in an urban context, shifting her presence from abstraction to lived experience. Shot inside a one-of-a-kind brutalist villa on the outskirts of...

FashionPress Release

Weekend Max Mara SS26 ad campaign: destination Mallorca

Destination Mallorca! Get ready for an adventure with the new spring/summer 2026 advertising campaign by Weekend Max Mara. It is a journey of freedom and exploration on the island of Majorca, Spain, amidst the sun's glow and the warm light of sunsets. The protagonist unleashes her adventurous spirit on an unforgettable road trip, balancing the...

FashionPress Release

Max Mara: Spring-Summer 2026 Campaign

The Spring Summer 2026 Max Mara campaign explores the intentional and dynamic contrast between reality and imagination. This scenic tension forms the heart of the campaign, where the Max Mara woman – a symbol of concrete modernity – is set against an ethereal, dreamlike backdrop inspired by Rococo opulence. Max Mara delivers a world defined by...

Retail

Max Mara Group's Max&Co. expands to India with Reliance Brands

Reliance Brands Limited (RBL) has formed a long-term master franchise agreement to introduce Max&Co., the contemporary Italian fashion brand that is part of the Max Mara Fashion Group, to the Indian market. This strategic partnership aims to resonate with India's fashion-forward women by offering Max&Co.'s "style-over-trends" mantra through...

Featured

Fashion

Max Mara Fashion Group adopts fur-free policy

Max Mara Fashion Group, the parent company of Italian luxury fashion house Max Mara, Marina Rinaldi, and Marella, among others, has gone fur-free, according to press releases from a number of animal rights organisations. The announcement comes after Max Mara faced increasing pressure for several years from animal rights organizations such as...

Member

Business

Marcolin and Max Mara sign licensing agreement for Sportmax eyewear

Marcolin Group and Max Mara Fashion Group have entered into a worldwide licensing agreement for the design, production and distribution of sunglass and eyeglass frames for women, under the Sportmax brand. The company said in a statement that the agreement is valid for five years, with effect from January 1, 2019 until December 2023. The Sportmax...

Fashion

Max Mara Atelier

Fashion label Max Mara is exploring new territories with Max Mara Atelier. The new collection is a research laboratory updating Max Mara designs whilst maintaining its original DNA. For this special project the coat takes centre stage at Max Mara Atelier and created seventeen styles. Sinuous and sculptural cuts architecturally define the female...