MAX & CO THE NEW SS 21 COLLECTION – LADIES WHO ONLINE – PRESS RELEASE

This season MAX&Co. blends the codes of easy-chic Parisian style with an exotic, far-flung glamour. Broderie anglaise, sleek denim, trench coats and Breton stripes take their place alongside animal prints, hothouse florals and vibrant colours.

Two key approaches to getting dressed come to the fore now. The first is confidently feminine – think lace, florals and dresses with plenty of swish-factor. The second is a more masculine attitude, defined by sharp suiting. As with the rest of the collection, both approaches can be mixed together, and dialled up or down, as the wearer wishes.

The palette is equally eclectic, with natural, earthy shades and soft pastels taking their place alongside vibrant bright tones. Texture is also important with three-dimensional textiles – embroidery, jacquard, fil coupé – a big story throughout the collection. Speaking to the carefree summer vibe, a relaxed and laidback mood defines SS21; volumes are airy, fabrics light and skin exposed. These are clothes to make you feel free. They are designed to inspire, explore and take a walk on the wild side in.

‘70s EVERYDAY

A sleek, seventies spirit informs this season’s chic workwear to weekend offering.

Patterned outerwear – Clever techno wool double, or design padded jackets that can be reduced to a dot, to easily carry them around, are key pieces this season. They can be worn above or under tailored jackets, to assist every woman through the change of season.

Letter print – The abstract letter print that plays with the graphics of our logo makes a statement. Find it on shirts, dresses, tunics, a jacquard knit and the 2-In-1 Morph dress.

CANDY CRUSH

The full, taffeta skirt is surprisingly versatile, shifting seamlessly from day to night and winter to spring. Work a high/low mix by teaming with hooded knitsand tees.

The Runaway family – True forever pieces, women return to these effortlessly elegant belted coats season after season. This season, find them in sweet pastel shades alongside the classic neutral palette both in stand version (Runaway) and short version (Shortrun)

The Oya sneakers – These techno-knit sneakers with an extra- comfort sole have 24/7 appeal.

The classic OYA is revisited in new pastels.

The Pillow bag – The multifunctional Pillow bag is updated for now in a new miniature size, available in blue and silver.

DENIM COUTURE

Ease, edge and elegance come together as wear-everywhere denim is upgraded for now with a newly elevated spin. Textured, floral jacquards and sophisticated silhouettes – belted shirt dresses and fit- and-flare midi skirts – invest denim’s pragmatism with a modern polish. ’70s style flares are given a modern reboot in contrasting denim patchwork. And don’t be afraid to do double denim: a boxy jacket and cropped, wide-leg jeans are the new season power couple. Go all in and add the co-ordinating espadrilles and drawstring Roo bag loved for its versatile, go-everywhere appeal. This season it’s reimagined in textured floral jacquard denim and basket-inspired straw weave with leather trim.

SO WELL SUITED

Sharp tailoring is reinvigorated with a new vibrancy and laidback spirit for SS21, available in jacquard, jersey, linen and slinky viscose. Colours run the gamut from bright (hot pink) to classic (navy and pristine white), with statement prints – including bold botanicals and a light summer check, a fresh take on traditional masculine suiting – also starring. The classic trouser suit is cut with a streamlined silhouette; blazers are single-breasted or double-breasted wrap around styles and trousers narrow or cropped. The ultimate warm-weather spin? Swap trousers for fluid, tailored shorts.

MESSAGE TEE

Make a statement. After a turbulent few months, this season the MAX&Co. design team felt it was vital to embrace a positive mindset. Find this happy, confident attitude emblazoned on SS21’s slogan tees, which exude an optimistic spirit.

Three designs are embroidered in black, blue and red, just like the original ink colours, with positive, powerful mantras:

-‘Smile if you’re reading this’

-‘Keep smiling and MAX IT UP’

-‘Smile, today is extraordinary.

THE MEGA

Deliberately oversized – and the perfect outerwear for summer explorations – this clever 2-in-1 sweater doubles up as a waterproof poncho. Chiming with the earthy feel of the collection, this season it comes in brown, black and yellow

THE DOT

A handy crossbody bag, this circular style is inspired by the dot in the MAX&Co. logo. For SS21 it’s been updated in woven cruelty- free material.

RAINBOW PARTY

Balmy evenings require dreamy pieces to wear. Summer party season is sorted with an edit of dresses, suits and separates, that are big on ease and attitude. Silhouettes are stress-free and fabrics fluid: think languid jumpsuits and belted, breezy, super-fine cotton dresses. A barefoot, bohemian glamour also shines through via cool crochet. And don’t be afraid to standout! Make your party wardrobe pop in a palette that runs the spectrum from soft, sweet shades to vibrant brights and punchy primaries, in both block colours and bold prints. Refined yet, crucially, relaxed – prepare to dance the night away.

Mid-length skirts are anything but middle of the road this season. Find flattering midi styles amped up with a new attitude in animal and tropical floral prints, intricate lace and bold colours. The modern way to wear? With a T-shirt. Graphic logo designs, simple cotton classics and vibrant, patterned designs add an unexpected informality to the drama of the skirt. The ultimate high/low mix.

The finishing touches – What makes a great outfit? Great accessories. SS21 is brimming with game- changing, detail-driven finishing touches that can elevate even the simples looks into statement ones. A standout piece for SS21 is the colorful ballet flat. With its modern squared toe, this ultra- comfortable style comes in super-soft and supple leather. Expect to wear them on repeat.

Another key investment is the capsule made in crocodile-embossed leather. This season, these luxe pieces – including a mini bag, shoes and a slim belt – are unveiled in soft pastel tones of sugary pink, yellow and green, as well as summer-ready white. The perfect blend of sophistication and sweetness

TO THE BEACH BAR AND BEYOND

Cool in attitude and feel, lush floral prints, breezy cut-out cottons and broderie anglaise the edit of pieces to take you from the beach to the bar and beyond. Wear with jacquard denim espadrilles and a straw hat on the sand, then simply add statement jewellery for after dark impact.

Brighten up – Colour it in! Breezy cotton poplin and lightweight linen come in a summer-ready power palette of sunshine yellow, sea blue and hot pink. Particularly of note are the dotty cropped T- shirts in these vibrant shades

About MAX&Co. 

MAX&Co. is a contemporary fashion brand loved for its original, versatile and carefully made collections, worn by stylish women on the go around the world. MAX&Co. is part of Max Mara Fashion Group and distributed online and in over 400 stores worldwide. 

The Jashanmal Group

Founded in 1919, the Jashanmal Group today is a conglomerate with multi-channel activities in the GCC and India with its headquarters in the UAE. The Franchise Retail Division operates more than 180 + stores along with a thriving distribution & wholesale division across the GCC. 

Being the franchise partner for leading international brands such as  MAX&Co., Bally, Porsche Design, Replay, Paul & Shark, Calvin Klein underwear, Brooks Brothers, T.M. Lewin,  Hangten, Chicco & Clarks the Jashanmal Group continues to be at the pinnacle of retail and distribution activities in the UAE.

www.jashanmalgroup.com

-Thanks to @twistercommunicationsme for having us during the press and media preview at Dubai Mall Max & CO =)