‘Coats! Max Mara, 60 Years of Italian Fashion’ took visitors on a journey into the history of Italian fashion focusing upon the changing shape of Max Mara’s signature and most iconic garment, the coat.
A selection of around 70 rare coats from the 1950s to the present day were presented alongside sketches and photographs taken from Max Mara archives.
The exhibition was divided into thematic areas that overlapped with each other and were linked through a timeline, taking the visitor into different historical and cultural moments of the company: the foundation (50s-60s), the relationship with the publishing sector (70s), creativity (80s), photography (90s), and, last but not least, industrial production (2000).
Besides the exhibition design, Migliore+Servetto firm devised the catalog graphic design and the coordinated image of the exhibition.