During Milan Fashion Week at the Palazzo del Senato, the Max Mara fashion show SS18 unveiled a surprise: the runway was completely covered in the original lettering of the Max Mara brand of the 1950’s. The font has already existed in Rome since 2,000 years ago and discovered at the beginning of the 19th century, named “Tuscans”.
The lettering became part of the heritage of Max Mara when the artist and illustrator, Erberto Carboni, used it for the poster campaign in 1958 and, today, it has been reproduced as an iconic logo for many of this season’s pieces. The original graceful lettering was tweaked with a modern vibe and named #maxmaragram; and then it was splashed across a special capsule collection of fashion pieces, accessories and shoes available in the stores as well as online.
What to buy from the #MaxMaraGram capsule collection:
- The Printed Leather Maxi Shopper bag. Perfect for your daily errands, and can fit all your belongings! It also comes with a detachable strap, which is always a winning point for a shopper bag!
2. The Silk Organza Jacket. It’s pretty versatile when you have a full logo jacket. Wear it with your jeans and you will always look casually polished!
3. The Baguette Bag. It’s a classy look when you want to have a perfect day bag that looks pretty yet still practical with a sporty vibe.