The presentation will coincide with a major anniversary exhibition curated by Olivier Saillard
Max Mara has confirmed Shanghai’s Long Museum West Bund as the venue for its resort 2027 show, underscoring a continued strategic focus on China as the brand marks a significant milestone.
The Italian house will stage the runway presentation on June 16, aligning it with the opening of a large-scale exhibition celebrating its 75th anniversary. Titled “The Max!” and curated by Olivier Saillard, the exhibition will open to the public from June 17 to 28 within the same cultural complex.
Part of a broader network of private institutions founded by collectors Liu Yiqian and Wang Wei, the Long Museum West Bund sits at the center of Shanghai’s West Bund Culture Corridor. Designed by architect Liu Yi-chun of Atelier Deshaus, the museum spans more than 355,000 square feet, with expansive galleries dedicated to both Chinese and international art, positioning it as a key cultural landmark in the city.
The upcoming show will mark Max Mara’s return to Shanghai following its 2016 presentation at the Shanghai Exhibition Center, where the brand staged its pre-fall 2017 collection alongside a capsule created in collaboration with Chinese contemporary artists. The company has previously activated other locations across China, including Beijing, as part of a broader effort to engage with local cultural contexts.
More broadly, the brand has adopted a global destination strategy for its resort collections in recent years, presenting in cities including New York, London, Venice, Berlin and Naples. Its decision to return to China this season contrasts with several European luxury peers, many of which are focusing on the U.S. market for resort 2027 shows. Dior is set to present in Los Angeles on May 13, followed by Gucci and Louis Vuitton in New York later that month.
By pairing a runway show with a public-facing exhibition, Max Mara is reinforcing its positioning at the intersection of fashion and culture, while leveraging Shanghai’s growing role as a global luxury and art hub.
