Italian fashion brand Max Mara presented their Pre-Fall 2020 collection, that was inspired by the ‘70s and ‘80s female icons such as pop punk queen Debbie Harry, and collector of contemporary art Holly Solomon. The collection offers a tougher kind of femininity style for the spirited women.
Fashion photographer Giampaolo Sgura captured Max Mara‘s Pre-Fall 2020 lookbook. In charge of styling was Sissy Vian, with casting direction from Giulia Massullo. Beauty is work of hair stylist Franco Gobbi and makeup artist Cosetta Giorgetti.
“The Max Mara’s iconic camel black and white is reenergized with shots of pop-neon colour. The ruffle is recast in a central role. Shedding its romantic associations, it delineates the collar or cuff of a sharply tailored jacket, a sassy strict pencil skirt or a voluminous taffeta gown. The trench coat gets a feminine makeover too, with a dramatic balloon shaped sleeve and a trapezoid silhouette. Necklaces, rings and earrings share the collection’s arty overtones. Jagged shards in plexi are worked together with gold and silver plate. Holly Solomon’s erstwhile protege, William Wegman photographed his Weimaraner in Max Mara’s iconic 101801 back in 2001 to mark the brand’s fiftieth anniversary. That image adorns the t-shirt that’s the key to the collection’s street-smart cool.“
Courtesy of © MAX MARA / Kwang Sia