Exclusive exhibition reveals 60-year history of the iconic Max Mara coat

The event is taken place at Seoul, Korea from November 28 – December 19 2017.  Max Mara is the epitome of Italian luxury and style. As a contemporary collection for the confident woman, Max  Mara  pieces  embody  femininity  and  craftsmanship.
Symbolic  for impeccable  silhouettes  with  a  timeless  sensibility  and  constructed  from  the  most  luxurious  fabrics,  Max  Mara  is  revered  for  the classification of the coat, sharp suiting and accessories. Founded in 1951 in Italy, Max Mara is now available in over 2,600 locations in more than 100 countries.  Max  Mara  Fashion  Group  counts  9  different  brands. Starting November 28th through December 19th 2017, at Dongadaemum Design Plaza , a new edition of Coats! the travelling exhibition dedicated to the over 60 years of history of Max Mara.
The exhibition will present a brand-new overview of the Max Mara Heritage. This journey plunges visitors right into the heart of the history of the coat and of the brand, winding its way through  seven  themed  rooms:  a  series  of  modern-day  wunderkammer,  packed  with  objects,  garments,  sounds,  memorabilia  and  interactive  features representing  the  vision  that  moved  Max  Mara’s  founder,  Achille  Maramotti:  “to  make  the  ordinary  extraordinary”. 
The  intuition  that  inspired  him  to  turn  the menswear coat into an icon of the women swear wardrobe is one of the most visionary adventures of the Italian-designed clothing industry, illustrated in the exhibition starting out from the dream of the perfect coat. To celebrate the new edition of Max Mara Coats!  Seoul, a special look has been designed.  A coat in pure camel's hair with brass colour lining, and in the same fabric, a shirt with crystal buttons and French cuffs and pencil skirt.  This  brass  colour  is  inspired  by  yughee,  precious  Korean  tableware,  used  by  the royal family and passed from generation to generation. Like camel to Max Mara, yughee represents the importance of tradition and quality in Korean culture.Keep updated with Max Mara at:
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