When Max Mara received the proposal from the Staatlichen Museen in Berlin to organize an exhibition on the coat viewed through over fifty years of our history, it seemed to me to be a strange coincidence. Precisely during that period we were completing the project for the creation of a logical and organised Company Archive that would help us to make the most of our heritage: a company history that coincided with the birth and development of contemporary pret-a-porter.
This was the beginning of an extraordinary experience that enabled us to critically rethink, the reasons on which our success is founded, and our unique business model.
The exhibition involved a tremendous scientific and organisational commitment, and could not have been realised without the enthusiastic and indispensable contributions of many people whom, though numerous, I would like to thank: first and foremost, the curator of the exhibition and editor of this catalogue and also the many collaborators past and present, some of whom have been working at Max Mara since its foundation, who have provided oral testimonies enabling us to accurately reconstruct significant events.
Many considerations will come to mind while leafing through this catalogue with its rich imagery and wealth of critical texts, and I would like to make one that I think sums up the uniqueness of Max Mara within the panorama of post-war fashion.
Our business culture has led us to regard a style as successful when the garment is actually chosen by real women in a real market. The creative flair of the many designers who have worked with us has provided fundamental stimuli, but we have only been able to expand because there existed a broader project where creative and skilful innovation was manifest at all levels of the organization through the many different professions, all equally important and indispensable.
This concept still guides our strategies and has helped us to understand that true creativity means extending a vision to all those who are part of a project.
Формат издания: 24,5 см х 28,5 см. Это и многое другое вы найдете в книге Coats! Max Mara, 55 Years of Italian Fashion (Edited by Adelheid Rasche)