A special anniversary edition reintroduces the iconic aluminium-hued model and 13 new colorways
Max Mara celebrates a decade of the Whitney Bag, first launched in 2015 in collaboration with the Renzo Piano Building Workshop to mark the opening of the new Whitney Museum of American Art in Manhattan. Inspired by the museum’s architecture and crafted in tribute to Italian design, the Whitney Bag debuted as a limited edition but swiftly became a staple of sophisticated wardrobes worldwide.
To mark its 10th anniversary, Max Mara is reissuing the original aluminium-hued model in a numbered limited edition of 125 pieces, alongside a refreshed lineup of thirteen new colors—from soft pink and ocean blue to lichen green and gold—and six sizes. A newly introduced five-ribbed style joins the collection, honoring the bag’s modular ribbed motif, which echoes the museum façade. Each bag retains the signature fire-stamped inscription: ‘Designed by Renzo Piano Building Workshop.’
The anniversary celebrations begin in April during Milan’s 63rd Salone del Mobile, with Max Mara’s flagship on Corso Vittorio Emanuele hosting a striking window takeover. Throughout May, dedicated window displays and events will be held in key cities including Rome, Paris, London, New York, Shanghai, Tokyo, and Dubai, culminating in the Whitney Gala in New York on May 20th.
A highlight of the tribute is the aluminium anniversary edition, which features a bold red nappa leather lining and metallic exterior—an homage to the museum’s striking facade. Recognized by institutions like the Musée des Arts Décoratifs and FIT, the Whitney Bag has become a lasting icon of contemporary Italian design.
The campaign’s surrealist window displays combine oversized and micro silhouettes with metaphysical and dreamlike elements, encouraging discovery and personal expression. A decade after its debut, the Whitney Bag continues to evolve while inviting wearers to “make it yours.”
