As the golden sun set over the sprawling Baroque gardens of the Reggia di Caserta in late 2025, Max Mara unveiled a collection that was as much a cinematic love letter as it was a fashion show. Marking the brand’s 75th anniversary, the Resort 2026 collection—aptly titled “Venere Vesuviana”—transported its audience to the heart of post-war Italy. Founded in 1951 by Achille Maramotti, Max Mara has spent three-quarters of a century perfecting the art of “bella figura.” In 2026, creative director Ian Griffiths proved that the house’s legacy of quiet luxury remains as vibrant as ever, drawing inspiration from the gritty, gorgeous sirens of Italian Neorealist cinema to celebrate 75 years of dressing the world’s most aspirational women.
A Royal Stage for a Modern Milestone
To celebrate its 75th anniversary, Max Mara chose a venue of unprecedented scale: the Reggia di Caserta, the largest royal residence in the world. Located just outside Naples, the palace served as a grand architectural metaphor for the brand’s own monumental history. Into this symbol of Italy’s monarchic past, Griffiths injected the spirit of the “new” post-war Italy—an era defined by the rise of a stylish middle class and the democratic dream of ready-to-wear.
The show was the first chapter of a year-long celebration, focusing on the intersection of Neapolitan grit and aristocratic glamour. By bringing “the street to the palace,” the collection mirrored the brand’s 1951 origins, when Maramotti sought to provide professional women with the high-quality tailoring previously reserved for the elite. The 2026 showcase wasn’t just a parade of clothes; it was a celebration of the “remarkable women” who have worn Max Mara through every decade of its rise.
The Sirens of Cinema: Mangano and Loren
The aesthetic heart of the anniversary collection beat with the rhythm of Italian Neorealism. Griffiths drew heavily from the visual language of post-war films, specifically referencing the raw sensuality of Silvana Mangano in Bitter Rice (1949) and Sophia Loren in The Gold of Naples (1954). The result was a collection that balanced utilitarian “workwear” with high-octane femininity.
Key silhouettes included:
- Micro-Shorts and Waders: A nod to the rolled-up hems of Mangano’s rice-paddy workers, reimagined in luxurious fabrics.
- Asymmetrical Portrait Collars: Blouses that slipped off one shoulder, evoking Loren’s sultry pizza-maker.
- Silk Slips and Negligees: Intimate layers peeking out from beneath the house’s iconic camel coats, blending the domestic with the public.
Neapolitan Tailoring Meets British Heritage
True to Ian Griffiths’ signature style, the collection was a dialogue between Italian glamour and British sartorial tradition. For this special anniversary, Max Mara collaborated with legendary Neapolitan tie-maker E. Marinella, incorporating archive patterns from 1951 into silk scarves and linings. This partnership grounded the collection in the authentic tailoring expertise of Naples, known for its “unstructured” and fluid approach to masculine tropes.
Even the color palette reflected the destination, featuring “gelato pinks” and Mediterranean corals alongside the brand’s synonymous shades of camel and ivory. The Teddy Coat, now over a decade old itself, appeared in a soft Neapolitan pink, proving that even the brand’s most famous icons can be reinvented for a jubilee celebration. The juxtaposition of heavy knitwear with sheer organza kilts showcased a “gender-fluid” experimentation that felt distinctly 2026.
75 Years of “The Jacket Circle”
Beyond the runway, Max Mara extended its 75th-anniversary celebrations through a global touring installation titled “The Max Mara Jacket Circle.” Following successful stops in Milan, Tokyo, and Seoul, the exhibition traveled to Shanghai in late 2025. The installation highlights the brand’s core values—individuality, quality, and empowerment—focusing on the evolution of the iconic Olimpia jacket and the 101801 coat.
The “Jacket Circle” invited the public to interact with the brand’s history, allowing visitors to try on archival pieces and participate in workshops that demystified the craftsmanship behind a Max Mara garment. By centering the anniversary on the jacket—a garment of professional armor and personal style—the brand reinforced its commitment to “Remarkable Women” everywhere. This global outreach ensured that the 75th birthday was a community event rather than an exclusive gala.
The Road to Shanghai: Resort 2027
As the Naples festivities concluded, Max Mara looked toward the future. On December 9, 2025, the house announced that the next chapter of its journey would take place in Shanghai, China. Scheduled for June 16, 2026, the Resort 2027 show will mark the brand’s second major appearance in the city, following its 2016 debut. This move highlights the strategic importance of the Asian market as Max Mara moves into its next quarter-century.
While the “Venere Vesuviana” collection was rooted in the past, the upcoming Shanghai show is expected to focus on “Future, Celebration, and Jubilee.” Griffiths has hinted that the 2027 collection will continue to explore the “global citizen,” blending Italian craftsmanship with the high-tech, fast-paced energy of modern China. For a brand that started in a small town in Reggio Emilia, the road to Shanghai represents the ultimate victory of Maramotti’s original vision.
A Legacy of Spontaneity and Ease
Ultimately, the 75th-anniversary collection was a reminder that for Max Mara, fashion is not a labor—it is a “naturalness.” As Ian Griffiths famously stated, clothes should be easy to wear, and if they are, they should be easy to design. This philosophy of “cinematic, relaxed elegance” has allowed Max Mara to survive trends and economic shifts for 75 years, remaining a staple in the wardrobes of doctors, lawyers, and world leaders.
As we look toward the remainder of 2026, the “Little Quiet One” of Italian fashion has found its loudest voice yet. By honoring the working women of Neorealism and the modern professionals of today, Max Mara has built a bridge across three-quarters of a century. The celebration at the Reggia di Caserta was not just a look back at where the brand has been, but a confident stride toward where it is going next.
