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A vibrant fusion of eclectic references defines the new everyday chic.

Milan,  November  1st  –  This  season  MAX&Co.  draws  inspiration  from  the balance  of  opposites:  the  boyish  and  the  feminine,  bohemian  and  utilitarian, painterly prints clashing with graphic stripes. Throughout, relaxed, upbeat ease unites the collection, imagined for everyday wear.  

S/S18’s  ease  is  reflected  in  its  soft  volumes,  languid  silhouettes  and  sweeping proportions. Trousers are wide or slouchy, sleeves full and outerwear oversized. Layering is the key to elevating everyday pieces and giving them an unexpected spin: thick sweaters are paired with silky printed skirts, a jumpsuit is worn over a buttoned  up  shirt,  cold  shoulder  knits  are  thrown  on  over  pretty  dresses  and languid outerwear worn with everything.


This  season’s  soft  utility,  which  hints  at  the  clean  lines  of  ‘70s  American sportswear, is loosened up with rock ‘n’ roll boho accents. Peasant blouses are tucked  into  high  waisted  jeans  and  split-front  knits  are  worn  over  a  floral  top. Vibrant pops of red lend a new vigour to denim, while a khaki jacket and cargo pants give pretty florals an unexpected toughness.

Also at play is a preppier approach to getting dressed, which takes its cue from classic college clothes. Retro silhouettes are given a modern attitude, loosened up with jolts of  jade  and  sporty  touches.  A varsity  style  sweatshirt  with  bold stripes is draped on top of a neat blazer, and a prim pea coat is enlivened in sky  blue.  With  both  ’40s  and  ’70s  elements,  prints  echo  the  eclectic  mood  of our times: stripes and florals are best worn together for a contemporary look.

A  modern,  more  relaxed  approach  to  eveningwear  is  encouraged.  Languid cuts,  luxe  fabrics  and  understated,  feminine  detailing  –  think  bows  and  frills  – have  9-9  appeal.  Sparkly  materials,  embellishment  and  ruffles  feature  on strong, modest silhouettes like high-neck blouses and knee-length dresses. 

Key  pieces  to  know  include  the  swingy,  long-sleeved  mini  dress,  the  evening jumpsuit  and  red  accessories  –  which  really  pop  against  a  strict  monochrome palette. A  playful  spirit  runs  throughout  the  collection  as  seen  in  the  tropical, deliberately  boldly  printed  co-ords,  surely  this  season’s  most  fashion  forward way to wear pattern.

Knitwear  also  unveils  a  new  fun  side  with  tongue-in-cheek  intarsia  knits featuring  cartoon  dogs  and  quirky  patterns.  The  slogan  MAX  IT  UP,  recurs throughout  the  collection,  emblazoned  on  everything  from  sweatshirts,  to scarves to  playful socks. Think of it as your unapologetic, new season rallying cry!

The  colour  palette  echoes  the  collection’s  modern  contrasts.  Muted  shades  – moss,  mustard  and  mud  –  are  offset  against  more  vivid  hues  like  burgundy, fuchsia,  banana  yellow  and  spearmint.  Similarly, delicate floral contrast with graphic, two-tone stripes.  

Swarovski®  returns  for  its  third  collaboration  with  the  brand,  and  its  most playful  to  date.  Graphic  silhouettes  of  cats  and  dogs,  found  on  pendants, bracelets  and  earrings,  form  the  whimsical  centrepiece  of  the  collection.  The collection’s  feel-good  factor  continues  to  other  good-vibe  pieces  like  heart earrings and necklaces with pendants that spell ‘love’ in crystals and colourful studs on cool elastic band bracelets and alcantara chokers.

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