As result of the five-year partnership by the two companies, the eyewear collection includes the design, manufacturing and global distribution of the sunglasses and optical frames of the Italian brand, which is the quintessence of style and luxury.
A preview of the new sunglasses designed by Marcolin hit the runway at the Max Mara fashion showheld in Milan on September 24, 2020.
The two Groups’ creative direction teams worked together to create an exquisitely feminine collection that is the fruit of skillful craftsmanship and that best interprets the Max Mara universe. Lightness and contemporary elegance dialogue with geometric and essential shapes, striking a perfect harmonious balance.
Marcolin Style & Product Development Director Alessandro Beccarini said: “In close collaboration with the Max Mara team, we gave life to an eyewear collection that enhances the essence of the brand, which is globally recognized as an icon of timeless refinement.
In terms of materials and frame construction, we selected acetates and metals that ensure maximum comfort and a lightweight feel, and we reinterpreted iconic oversize shapes with a contemporary flair.”
Max Mara Creative Director Ian Griffiths remarked: “Together with Marcolin, we will develop eyewear collections where research and attention to design and materials become essential values, just like in the design of our collections.”
The worldwide launch of the new Max Mara eyewear collection will be supported by a digital campaign that will run on the brand’s social media starting April 2021 and that was created in collaboration with international celebrities, who will be the new faces of the communication campaign itself and the co-creators of its content.
Every single one of them will interpret the concept based on their own personality and stylistic code, giving life to a storytelling video that is the true spirit of the communication campaign.
The eyewear collection will be on sale at Max Mara stores, on the website www.maxmara.com, at department stores, selected opticians, and on qualified ecommerce platforms starting April 2021.