MAX MARA is the first fashion House to stage a Resort fashion show in Stockholm. The event was held at City Hall, a historic venue that has hosted the Nobel Prizes in Literature and Sciences for almost a century. Forthe season, the brand looks to Sweden for inspiration, drawing on the country’s rich history of outstanding women such as Selma Lagerlöf, the first woman to win the Nobel Prize in Literature. Another prominent influence is the traditional Midsummer celebration, which inspired the collection’s name, Septem Flores. Midsummer is a summertime festival with a focus on the plentiful flora. One tradition is to collect seven different species of wild flowers; anyone who finds one of each should sleep with it beneath their pillow to dream about their future sweetheart. Among the VIP guest who attended the brand’s welcome dinner and fashion show were Lily Collins, Demi Moore, Mun Ka Young, Amy Adams, Nicky and Kathy Hilton, Kiernan Shipka, and Rola to name a few.
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