Nordic Dreams: Max Mara’s Folk-Inspired Resort Collection Celebrates Midsummer Magic in Stockholm

Max Mara Resort 2024 Show Turns to Sweden to Celebrate The Great Heritage of Its Powerful Women.

Alluring accents in Stockholm: Max Mara Resort 2024 – Septem Flores is inspired by Scandinavian history, folk traditions and natural landscapes of Stockholm.

Take a closer look at the stunning Max Mara Resort 2024 dinner in Stockholm’s awe-inspiring Golden Hall. The Hall was covered in an impressive 18-million-piece intricately crafted golden mosaic which depicts the rich tapestry of Swedish history.

Max Mara, the iconic Italian fashion brand, recently unveiled its much-anticipated Resort 2024 collection, titled “Septem Flores,” inspired by the rich heritage of powerful women in Sweden. Breaking new ground, Max Mara chose Stockholm as the location for its Resort fashion show, taking place in the historic City Hall.

Stockholm City Hall

The magnificent City Hall in Stockholm provided the backdrop for the Resort 2024 fashion show. The City Hall is best known for hosting the celebratory banquet for the Nobel Prize. Constructed between 1911 and 1923, the building is an architectural treasure inspired by the Italian Renaissance, Swedish baroque and the National Romantic style.

The show itself was a breathtaking spectacle adorned with an elaborate 18-million-piece golden mosaic depicting the tapestry of Swedish history.

The collection pays homage to the legacy of influential Swedish women, drawing inspiration from their strength and achievements. One notable figure is Selma Lagerlöf, the first woman to ever win the Nobel Prize in Literature. Lagerlöf’s resilience and literary prowess serve as a catalyst for the collection’s theme of empowerment. Additionally, the annual celebration of Midsummer, a cherished Swedish tradition, plays a significant role in the collection’s design and aesthetic.

“Max Mara Septem Flores,” the collection’s name, draws inspiration from the Midsummer tradition of collecting seven specific types of wildflowers. According to folklore, those who find one of each flower and sleep with them under their pillow will dream of their future sweetheart. This romantic notion is woven into the essence of the collection, creating a whimsical and dreamy ambiance.

The Max Mara Resort 2024 collection embraces simplicity and elegance, with delicate details accentuating refined silhouettes. The influence of Swedish folklore and natural landscapes is evident in the choice of fabrics, prints, and motifs. The designs feature no-nonsense tailored silhouettes reminiscent of the 1900s, reinterpreted for the modern era. Gigot sleeves, ankle-grazing skirts, elbow-length capes, and smart blouses adorned with bow ties create a sophisticated yet approachable look.

In a delightful contrast, billowing tunics take center stage, featuring black and ivory braids, pom poms, tassels, and studs that pay homage to folk motifs. The collection achieves a striking modernity by reimagining traditional folk blouses in linear, contemporary fabrics, allowing the garments’ structural elegance to take center stage. Max Mara redefines florals, incorporating sprigs in vibrant paintbox colors, reminiscent of a Midsommar meadow. Floaty looks for dreamy nights are accompanied by graphic white collars and cuffs, adding a touch of urban sophistication.

Max Mara’s Resort collections have gained a reputation for their ability to transport fashion enthusiasts to enchanting locations around the world. In 2023, the brand took inspiration from the lush gardens of the Calouste Gulbenkian Foundation in Lisbon, paying homage to Portuguese culture and the influential poet Natália Correia. The Resort 2023 collection, titled “Vai lenço feliz,” celebrated Portugal’s captivating fado music and the “Lenços de namorados do Minho,” or “handkerchiefs of lovers.” This collection conveyed a powerful message of passion, encapsulating the spirit of Correia’s unconventional femininity.

By turning to Sweden for inspiration, the brand not only celebrates the strength and accomplishments of powerful women but also showcases the beauty and cultural richness of the Scandinavian country. The Max Mara Resort 2024 collection, with its blend of heritage and contemporary design, captivates the imagination and reinforces the brand’s commitment to empowering women through fashion.