Weekend was created in 1984 to match Max Mara women’s requirement for more casual and informal garments, but still very chic, even in free time. This collection is characterized by warm and soft materials with enveloping volumes, comfortable and easy silhouettes. 

Natural and traditional, yet sophisticated fabrics; masculine lines, yet reinterpreted with feminine taste; relaxed yet chic silhouettes, and a comfortable combination of neutral colours in warm tones.

Spring Summer 2020

Shot inside the National Gallery of Modern and Contemporary Art in Rome, The Weekend
Max Mara SS 2020 campaign underscores the sophisticated clash between tradition and
currency that bonds art and fashion.

Framed by a curated selection of artworks, the protagonist is a self-confident, contemporary
woman who chooses modern classics to make a statement. Casually elegant yet
sophisticated. A modern traveler who opts for an escape in culture on an idle summer day.

Her wardrobe is versatile, neat and a little eclectic. She plays with contrasts by mixing
typically masculine materials and shapes with feminine prints, silhouettes and fabrics.
Impeccable tailoring is worn over breezy dresses, beribboned blouses and pajama trousers.
Dresses are fresh and crisp in vibrant spicy hues and icy blues. Caftans recall exotic
destinations, stripes are quintessentially marine chic while a macro Vichy pattern nods at
sunny Provence.

Shot by Ethan James Green, the campaign stars Giedre Dukauskaite who embodies the
forward-thinking, easygoing spirit of the new Weekend Max Mara collection.

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