The Two-Day Event Will Unfold on June 16 and 17 at the Bay of Naples, Including a Runway Show
Max Mara has announced plans to showcase its Resort 2026 collection with a two-day event in Naples, Italy, on June 16 and 17, 2025. The Italian fashion house shared that the experience, which includes a runway show, will take place in the Bay of Naples, though details about the exact venue remain under wraps.
This marks Max Mara’s second venture into the southern Italian region. In 2021, the brand staged its Resort 2022 show at the Mezzatorre Hotel and Spa on the island of Ischia, inspired by Truman Capote’s visits to the island in the 1950s. That collection paid homage to the writer’s “legendary swans” and showcased a refined, patrician aesthetic.
Under creative director Ian Griffiths, Max Mara has become known for hosting its shows at iconic and culturally significant locations. Recent venues include Stockholm’s City Hall, Venice’s Palazzo Ducale, Lisbon’s Gulbenkian Foundation, and major art institutions like Berlin’s Neues Museum and New York’s Whitney Museum.
The Naples event will coincide with the start of the international menswear trade show Pitti Uomo in Florence on June 17, followed by Milan’s men’s shows later that week.
Max Mara’s announcement comes amid a wave of high-profile destination shows in Italy, with Gucci set to present in Florence on May 15 and Chanel hosting its own event on Lake Como on April 29.
