All The Details You Need To Know About The Max Mara Resort 2024 Collection

Max Mara brought the stories of feminist icons to the runway for its Resort 2024 collection.

Courtesy of Max Mara.

Max Mara presented its Resort 2024 collection against the stunning backdrop of Stockholm. The unique atmosphere and purity of typical Scandinavian design provided the perfect backdrop for this presentation. The event took place at the City Hall, an exceptional venue that has hosted the Nobel Prize ceremonies for literature and science for over a century. An incredibly beautiful space and an ideal setting for an exquisite collection.

Inspired by Scandinavian culture and that region’s special place in women’s empowerment, the collection’s main inspirational muse was the pioneering suffragette activist Selma Lagerlöf, a 19th-century Swedish writer committed to feminist progress and social change, strongly influenced by the philosophical figures of Nietzsche or Kierkegaard, who in 1909 was the first woman to win the Nobel Prize for Literature. Another strong influence is the traditional celebration of the summer solstice, hence the name of the collection: Septem Flores.

“After two years of shows in southern Europe we decided to look north,” explained Ian Griffiths, “Scandinavia has always inspired me. I think there are great similarities with Max Mara’s universe of values. And Stockholm is a city that is experiencing an incredible moment in terms of culture, architectural development and design.”

Max Mara Resort 2024 collection.

Midsommar is the folk festival celebrating the gift of summer. One of the most enchanting traditions is the collection of seven types of wildflowers – Septem Flores. “We have explored a legend linked to the pagan rites of the summer solstice, namely that of the seven flowers: it is said that if girls find seven different kinds of flowers and compose a bouquet to hide under their pillow they will dream of their beloved. Here these flowers have become part of our herbarium and the leitmotif of some of the prints in the collection,” said Max Mara. Driven by the meticulously etched watercolours of a herbarium, Max Mara takes a fresh look at flowers; flecked with twigs in paint-box colours like a Midsommar meadow, the collection features floaty looks for dreamy nights with graphic white collars and cuffs for a touch of city chic.

Griffiths’ skill lies in his ability to weave together diverse sources of inspiration and distil them into cohesive collections. The challenge was to translate intellectual concepts into tangible garments that express modern metropolitan sensibilities. Despite the complexity of the narrative, the clothes in the Max Mara Resort 2024 collection exuded a sense of lightness, sophistication, and youthful appeal. 

Max Mara Resort 2024 collection – Details.

“I’ve always been fascinated by Selma, her folk writing and the way she pushed for social change for women,” creative director Ian Griffiths tells Marie Claire the morning of the show. “Selma, and Sweden, are the inspiration for this collection. She was ahead of her time, but also dipped into the past to retell stories of classic myths and fairy tales with a contemporary lens. Selma, Queen Christina and many others forged their own paths to great success, and that marries perfectly with our ethos.”

Overall, the collection resonates as a harmony of the many aspects of femininity: the parts in all of us that are simultaneously rebellious, dreamy and traditionalist. In doing so, we are invited to define what femininity means to us on our own terms: the ultimate luxury that we can only thank inspiring women like Lagerlöf for.

Demi Moore at the Max Mara Resort 2024 collection.
Lily Collins at the Max Mara Resort 2024 collection.

Some of the most incredible celebrities attended the Max Mara’s Resort 2024 show in Stockholm. Among the stars in the front row of the fashion show were also Lily Collins, Lili Reinhart, Demi Moore, Amy Adams, Kiernan Shipka, Nicky Hilton, Kathy Hilton, Jessica Wang, Camila Coelho, Olivia Culpo, Caro Daur, Leonie Hanne.

Let’s take a closer look at the Resort 2024 collection.

Max Mara Resort 2024 collection.
Max Mara Resort 2024 collection.
Max Mara Resort 2024 collection.
Max Mara Resort 2024 collection.