Max Mara has chosen the prestigious Long Museum West Bund in Shanghai as the venue for its upcoming Resort 2027 fashion show, scheduled for June 16. This significant event will coincide with the opening of a special exhibition celebrating the brand's 75th anniversary, titled "The Max!", curated by Olivier Saillard, which will be available to the public from June 17 to 28.
Located in the vibrant West Bund Culture Corridor, the Long Museum West Bund is part of a trio of museums established by art collectors Liu Yiqian and Wang Wei. The museum features a diverse range of exhibitions, showcasing traditional and contemporary Chinese art as well as international works from Asia, Europe, and the U.S.
This upcoming show marks Max Mara's second presentation in Shanghai, following its successful pre-fall 2017 showcase at the Shanghai Exhibition Center. That event, titled "Monopolis!", featured a blend of fashion and contemporary art, with installations created by local artists.
Since its opening in 2014, the Long Museum West Bund has become a cultural hub, designed by renowned architect Liu Yi-chun. Covering over 355,000 square feet, the venue provides ample space for exhibitions and cultural events.
In a notable shift from other European luxury brands that are focusing on the U.S. market for their Resort 2027 shows, Max Mara is embracing the dynamic cultural landscape of Shanghai. This decision highlights the brand's commitment to engaging with the Asian market and its evolving fashion scene.
As the fashion industry increasingly looks towards global markets, Max Mara's choice to stage its show in Shanghai not only underscores the city's growing influence in the fashion world but also sets a precedent for future luxury events in Asia.
