Max Mara Coats! exhibition in Seoul features 60 years of brand history


  • Style
  • Saturday, 23 Dec 2017

The recent Max Mara Coats exhibition in Seoul featured every Max Mara coat in the brand's history. - Photos: Max Mara

An exhibition featuring over 60 years of the history of Italian brand Max Mara was held at DDP (Dongadaemum Design Plaza) in Seoul recently.

Max Mara
The beautiful selection of Max Mara coats on display.

The Max Mara Coats! exhibibition which started November 28 and ended December 12, shares the history of the coat and brand though seven themed rooms of garments, memorabilia and interactive features.

Max Mara
K-pop star Yoona was one of the celebrities seen at the opening night.

On the opening night, several South Korean celebrities were in attendance such as Yoona, Sunmi, Son Na Eun, Irene Kim and Yoyo Cao.

Max Mara

To celebrate this new edition of Max Mara Coats! Seoul, a special look was designed - a coat of pure camel’s hair with brass colour lining, a shirt of the same fabric with crystal buttons and French cuffs, and a pencil skirt.

This particular brass colour was inspired by yughee, which is a precious Korean tableware used by the royal family and passed from generation to generation.

Max Mara
The famous Max Mara 101801 coat.

Also on display was the 101801 coat, which has been in constant production since it was conceived by Anne-Marie Beretta in 1981.

This famous coat, unchanged since its debut, has been worn by royals and movie stars, and has also been the subject of several contemporary artists like William Wegman, François Berthoud and the students of London’s prestigious Goldsmiths art school.

Max Mara


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