MaxMara : COATS!
We staged an almost theatrical representation, a sort of silent and solemn fashion show. Coats on mannequins regains the shape for which they were designed, the movement enhances the craftsmanship and defines the details, the light caresses the fabric to reveal the texture, and the set restores a coherence of colours and materials to the narrative. There are no distractions. This project was configured as a great journey through the history of fashion, and an opportunity to observe, to understand the will of the designer in the act of designing, to pursue the expression of creativity in the service of the company’s vision. This is fashion that expresses fashion. It is a subject that requires a narrative technique.
Brand:
MAXMARA
Project:
COATS! BOOK MAXMARA
Supervision and Direction Style:
LAURA LUSUARDI
Photo:
BODHA & GILDA
Set Design:
FLY IN PRODUCTION
Digital Retouch:
SERGIO BROCCA
Some Designers: Emmanuelle Kahn, Anne Marie Beretta, Nanni Strada, Colette Demay, Karl Lagerfeld, Jean Charles de Castelbajac, Luciano Soprani, Guy Polain
Book :
BOOK TITLE:
COATS! MaxMara. 55 years of Italian fashion.
PUBLISHER:
Skira
YEAR OF PUBLICATION:
2006
CURATOR:
Adelheid Rasche
EXHIBITION TITLE:
COATS! MaxMara
2006 Culture Forum by the Staatliche Museen in Berlin
2007 Mori Arts Center in the Roppongi Hills in Tokyo
2008 National Art Museum of China in Beijing,
2011 State Historical Museum in Moscow