The Italian house prepares a major cultural moment with its return to China
Max Mara is setting its sights on Shanghai for its next resort presentation, unveiling the collection on June 16. While the precise location remains under wraps, the decision signals the brand’s continued commitment to staging destination shows that merge cultural storytelling with cinematic scale. The date positions Max Mara at the center of a packed global fashion calendar, landing just as the menswear circuit opens in Europe.
The move marks a return to Shanghai, nearly a decade after the house debuted its “Monopolis!” experience in the city — an immersive event built on collaborations with Chinese contemporary artists. That history makes the upcoming presentation feel like a full-circle moment, underscoring the brand’s long-standing dialogue with Chinese audiences. Recent seasons have seen Max Mara embrace this approach with increasing ambition, including this year’s two-day program in Naples, where guests gathered at the Reggia di Caserta for a resort show infused with grand Italian romanticism.
With Shanghai as its next backdrop, the house continues to expand its global footprint while strengthening the narrative and cultural resonance of its destination shows. As luxury brands sharpen their focus on experiential storytelling, Max Mara appears intent on shaping its resort collections as compelling, stand-alone chapters—transportive, deeply researched, and designed to meet the world where it gathers.