COATS! Max Mara, 60 Years of Italian Fashion

After Berlin, Tokyo and Beijing, ‘Coats!’, the exhibition dedicated to the history of the Max Mara Group, opened in Moscow to celebrate the Group’s 60th Anniversary. The exhibition ran from October 12, 2011, to January 10, 2012, at Moscow’s prestigious State Historical Museum. 

Once again designed and organized by studio Migliore + Servetto Architetti Associati, this international exhibition’s prestigious Moscow setting followed similarly impressive events, held at the Kulturforum in Berlin (in November 2006), the Mori Arts Center in the Roppongi Hills in Tokyo (in 2007) and the Namoc (National Art Museum of China) in 2008.

The curator of the exhibition Adelheid Rasche, is a major name in the history of fashion and art. She is the chief curator of the “Sammlung Modebild - Lipperheidesche Kostümbibliothek (Fashion Image Collection - Lipperheide Costume Library) at the Art Library within The National Museum of Berlin and a member of the  ICOM - International Council of Museums, Costume Committee. 

‘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.

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