Max Mara Resort Collection SS27

THE MAX! Celebrating 75 Years of Fashion History in Shanghai

Designing immersive experiences around the world is part of a native global DNA. In Shanghai, the undisputed fashion capital of China, “THE MAX!” was brought to life—a major event and public exhibition celebrating the extraordinary 75th anniversary of Max Mara.

Hosted at the spectacular Long Museum, the project seamlessly bridges the brand’s iconic, timeless heritage with a contemporary creative vision, creating a powerful resonance with both global and local audiences.

The celebration kicked off with the exclusive Max Mara Resort SS27 collection runway show, developed under the creative concept of “Kinetic Chic.” The runway experience was defined by an immersive choreography of lights and architectural setup.

Following the runway event, the bespoke set-up was transformed into a stunning public exhibition open until June 28th. “THE MAX!” has officially captured the city, welcoming hundreds of visitors every single day. The exhibition offers an immersive journey through decades of unparalleled style and historic archives.