Max Mara Spring/Summer 2024

Utilitarian codes take over at Max Mara Spring/Summer 2024.

At Max Mara Spring/Summer 2024, pastoral blooms and greenery decorated the showspace in abundance, a flourishing contrast to Max Mara’s past runway shows void of décor. For S/S ’24, Ian Griffiths took inspiration from the 1940s, in particular, the utilitarian workwear—from jodhpurs to siren suits—of the Land Girls who contributed to Britain’s food production during the second world war. Also on the moodboard was English poet Vita Sackville-West, whose innovative garden in Sissinghurst inspired much of the collection. Coincidentally, the prolific writer also wrote a book titled The Women’s Land Army depicting the works and efforts of the Land Girls.

On the runway, references to Sackville-West’s renowned garden were rife as were the distinctive silhouettes of the Land Girls. These transpired as sleek and modern utilitarian pieces—with plenty of pockets and pouches—in refreshing colour palettes that mirrored flowers in a blooming garden. The profusion of pretty colours were balanced effortlessly with sandy neutrals and earthy tones that conferred a “sense of understated luxury” to timeless trench coats, elegant knitwear and chic rompers. Elsewhere, flowing chiffon gowns added a romantic edge to the contemporary collection designed for the modern-day heroine.