Creative Director Ian Griffiths Unveils a Versatile Garment at Milan Pop-Up Event
Max Mara’s creative director, Ian Griffiths, is introducing the Olimpia jacket, a garment designed to become a timeless staple in the brand’s collection. “We want to launch it as an icon. It’s versatile and can be worn in many different ways,” Griffiths said during a breakfast at the Portrait Hotel in Milan. “It’s a distillation of all jackets, and in terms of proportions, it can last forever.”
To celebrate the launch, Max Mara will host an interactive pop-up event, “The Jacket Circle,” in the hotel courtyard until October 20, 2024. The showcase is similar to the Fluffy Residence experience used to mark the 10th anniversary of Max Mara’s Teddy coat. After Milan, the pop-up will travel to Tokyo and Seoul.
Griffiths also spearheaded a new Brand Values campaign featuring the Olimpia jacket, photographed by Oliver Hadlee Pearch and modeled by Bibi Breslin in London. The jacket, intended to complement other Max Mara classics like the 101801 and Manuela coats, emphasizes versatility and empowerment, according to Griffiths.
Priced at 990 euros, the Olimpia jacket is described as a “democratic” offering that aligns with Max Mara’s tradition of providing high-quality fashion at fair prices. The design, initially available in camel hair with structured shoulders, will expand in future collections with new colors and materials.
Griffiths noted that the jacket’s name and design draw inspiration from mythology, portraying a sense of heroism and strength: “It evokes the image of a heroine and a winner, making any woman feel extraordinary.”
Building on Max Mara’s longstanding success with jackets, a staple since the brand’s founding in 1951, the Olimpia jacket aims to secure its place as a modern classic.
