Coats! Max Mara: made in Italy at Berlin

A journey across the history of fashion “made in Italy”, through the coats of Max Mara and a look at the design and industrial processes that for half a century has guided the activity of this Reggio Emilia based company. All this is promised in an exhibition curated by Adelheid Rasche (from 30 November to 4 March) at the Kulturforum at the Staatliche Museen in Berlin.

A journey across the history of fashion “made in Italy”, through the coats of Max Mara and a look at the design and industrial processes that for half a century has guided the activity of this Reggio Emilia based company. All this is promised in an exhibition curated by Adelheid Rasche (from 30 November to 4 March) at the Kulturforum at the Staatliche Museen in Berlin.

Sixty coats from the 1950s up until the present, sketches and archive photographs, displayed in five galleries, describe a fascinating and successful business. The company was founded in 1951 by Achille Maramotti and over the course of the years has worked with some of the most important fashion designers (Emmanuelle Kahn, Anne Marie Beretta, Nanni Strada, Colette Demay, Karl Lagerfeld, Jean Charles de Castelbajac, Luciano Soprani, Guy Polain) and creative photographers (Sarah Moon, Manfredi Bellati, Peter Lindbergh, Richard Avedon, Steven Meisel and Craig McDean). Today it is one of the most important groups in international fashion.

The exhibition and graphic design is by Migliore+Servetto Associati. Berlin is just the first stop for the exhibition which will then move to Milan, Tokyo and Toronto. E.S.

30.11.2006 – 4.3.2007
COATS! Max Mara, 55 years of italian fashion
Staatliche Museen, Kulturforum
Potsdamer Platz, Berlin
T +49-30-2662951
http://www.smb.spk-berlin.de/smb

Coats! Max Mara: made in Italy at Berlin

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