Max Mara celebrates its six decades of fashion history in Seoul

By

Kanako NISHIO

Published
Dec 1, 2017

After Berlin, Beijing, Tokyo, and Moscow, it’s Seoul's turn to host Max Mara’s exhibition featuring its iconic outerwear. Starting November 29 and running through December 12, “Coats! Max Mara, Seoul 2017” set in the Dongdaemun Design Plaza (DDP) celebrates 66 years of the brand’s history - featuring key elements in the house's extensive large archive from garments to sewing tools.

Designed by Pritzker prize winning architect Zaha Hadid, the Dongdaemun Design Plaza is one of the most iconic landmarks in Seoul with its futuristic aesthetics, which inspired the huge dome specially set up inside the exhibition.

As a special feature of this edition, Max Mara engaged the Korean artist Yiyun Kang to create a digital installation in a central space. Best known as the art director at Hyundai, the artist reinterpreted the production process and images of the brand’s archive into virtual patterns and imagery.

Ranging from 50s classics to contemporary models straight off the runways, over ninety coats and a huge range of clothes are featured in this exhibition. All the way to the iconic “101801”style. Through seven themed chambers, such as "The Founder” or "The Max Mara Woman”,  showcasing  garments, sketches, campaign images, sounds, atelier equipment, and even  some art pieces, visitors can immerse themselves in the vision of the founder Achille Maramotti.  

At the opening party on Tuesday night, Korean celebrities and internationally known influencers like Irene Kim and Yoyo Cao celebrated the special exhibition along with the brand’s global ambassador Maria Giulia Maramotti. It's the fashion exhibition that never ends.