For MAX&Co., back to basics doesn’t mean boring. Looking to the 1990s for inspiration, the SS24 collection celebrates the ease of getting dressed. A clean-lined, functional and versatile collection that blurs the lines between the masculine and feminine, tailored chic and sporty functionality, city staples and vacation wanderlust.
Nothing is designed to be confined – be that to occasion or season. Everything is made with maximum mileage in mind, to transcend trends and dresscodes. So, lightweight layers, like fluid nylon parkas, shirt-jackets and cotton drill bombers are an all-season-long essential. Sporty velvet is proposed as a casual option. The new take on tailoring is not limited to office hours, remixed with sustainable sneakers (created in collaboration with ACBC) and lace-detail T-shirts. Denim also shifts gear into statement territory: see the pleated midi skirt with hand-painted abstract floral pattern and a bustier.
Party ready looks are similarly versatile, as couture-inspired silhouettes are recharged with a youthful, sporty energy. Lace tunics, minimal knit dresses, and satin bustiers are worn with biker jackets, blazers and denim. For high summer, fun meets glamour courtesy of lurex, satin and embellished disco-ready jumpsuits, mini and maxi dresses with poolside appeal.
Diving into the archives for inspiration, vintage designs are cleverly respun for the modern MAX woman. Legacy pieces like the washed leather jacket, ’90s-style slip dresses with lace inserts, early-noughties boho tops and biker jackets are repurposed for now. House classics are also updated, note the hero Runaway wrap coat in denim. The crisp minimalism is disrupted with touches of whimsy and glamour, like lush foliage and wild animal prints.
Limited-edition capsule collections for this season include one to celebrate the Chinese Lunar New Year. This year’s zodiac sign, the dragon, is portrayed via patches, embroidery and sequin details.
MAX&Co. also continues its ongoing &Co.llaboration series for SS24, in which a diverse roster of talents – from established names to emerging talents – are invited to collaborate on limited-edition, seasonal capsules, putting their own spin on the MAX&Co. codes. The &Co.llaborators this season are Warner Bros cartoon family Looney Tunes, designer Sofia Sanchez de Betak – AKA Chufy, and Egyptian Artist Fatma Mostafa.
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