Max Mara Celebrates Nordic Folktales For Cruise 2024 Show
Creative director Ian Griffiths finds inspiration in Nordic tales, midsummer traditions, and Selma Lagerlöf.
On Sunday, Max Mara presented its Cruise 2024 show in Stockholm, where inspiration was drawn from Swedish folklore culture. Titled "Septem Flores" (Seven Flowers), the collection referenced Nordic folktales as models walked through the Blå Hallen in Stockholm's landmark City Hall in floral wreaths, knitted Fair Isle snowflake patterns, and gigot sleeves. As the show went on, the creams, blacks, and muted browns were effortlessly switched with color-blocked dresses and floral attire.
The latter ties into Ian Griffiths's inspiration from the traditions of midsummer — specifically the folklore of placing seven types of flowers under your pillow that will ensure dreams of your future spouse. Floral print embellished long dresses, tunics, and organza shirts all translated Griffith's vision. Adding an extra layer to the already intricate inspiration mood board is the subtle homage to Selma Lagerlöf, Swedish writer and the first woman to win a Nobel Prize in Literature in 1909. Max Mara has always been a leading luxury label in celebrating successful women, in which it takes that ethos by being prompted by the progressive views and notable myths Lagerlöf was inspirited by.
It was a collection true to the modern way women — though it had a noticeably younger appeal. Unexpected embellishments such as pom poms, oversized cuffs, tassels, and untied neckties added extra detailing to the ensemble — successfully incorporating a rather youthful edge to the collection. Though no less chic compared to past seasons, the freshness of the Cruise 2024 presentation introduces a new dawn for the brand, attracting interest from a new wave of women.
