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COOL ANIMALIER

Sexy? Cool! Would you have ever imagined that a slinky draped jersey dress with an animalier print could be perfect for daywear in town? Forget about the femme fatale stiletto heels and sparkling clutch bag: too predictable. The secret is to play down the visual, sensual impact of this stunning item, giving it a nonchalant, metropolitan spin. Just add a smart leather blouson, a maxi-bag, high-heel boots, a wool beret, glam sunglasses and perhaps a second bag for shopping and you’re set to go. A boyfriend at your side and dog on a leash are optional (but they certainly don’t hurt…).

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19 October 2010
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TAILOR

Contemporary tailoring for updated versions of the wardrobe classics: evergreen items in which everything has been imperceptibly or, indeed, conspicuously changed. Black as the absolute base for emphasizing new shapes. The featured outfit is the new suit: jacket + pants + shirt, boasting special silhouettes, composed in a masterful harmonization of proportions, with carefully calibrated contrasts and subtle balancing. Contoured, short blazers, fitted at waist, featuring gathering, pleats and box pleats, are worn with softly styled carrot pants, with skinny pants featuring ergonomic cuts or with straight-cut cigarette-style pants. It is absolutely de rigueur completing the look with linear, clean shirts. Androgynous, playful allusiveness “à la garçonne” for the alternative combinations of the little frock-blazer with the slinky dress in satin sporting a photographic print and the boyfriend jacket worn with the sheath dress embellished with allover sequins. The accessories play a fundamental role in further defining the gender contrast: flat lace-ups or peep-toe with high heels. Over all, the warmth and allure of an overcoat boasting a perfect cut, capable of dictating the mood of the entire outfit. Minimal, neo-classic or sporty-chic: a must-have of the winter wear. To be worn always.

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19 October 2010
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POP COUTURE A/W 10

A small, precious collection composed of coats originally created for POP MaxMara but suitably revamped and completed by matching separates and accessories.
Return to tradition, sartorial know-how and exclusivity are the hallmarks of perfectly constructed items, made from absolutely top quality materials and featuring extreme care in terms of finished work and craftsmanship.
A selection of “one-of-a-kind” pieces which can be customized by the individual wearer, dedicated to a young woman that regards quality as an indispensible value and loves dressing well, in keeping with the latest trends, making a classic statement that is now contemporary and cool.
The inspiration is not drawn from a specific year in the history of POP MaxMara but the models selection has been guided by a determination to employ as a common denominator yarn-dyed and patterned fabrics borrowed from the masculine tradition, updated and combined with smart solid colors. The quest for excellence in terms of materials focuses on rich patterns: macro-herringbone, basket-weave design and salt-and-pepper tweed.
Meticulous and fresh styling: internal construction, proportions and stitching operations have been completely re-executed for each garment. Linings that contrast with the main fabrics and a special emphasis on the decorative elements, like fur trim, details in velvet and buttons made from genuine leather. Particular attention has been devoted to the stitching, carried out, for some of the models, with a special thread capable of imbuing details, like tabs, flaps and lapels, with a three-dimensional quality.

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13 October 2010
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PRETTY IN CAMEL

It’s the hot color, to be donned immediately, from head to toe, for an instant update to the new season. Back to classics in order to be cool: this is the imperative of the moment. Rediscover, with unexpected freshness, the traditional canons of timeless elegance. So, begin with the indispensable overcoat and complete it with little contoured sweaters, pencil-style or A-line skirts and linear knit dresses. Understated and versatile, camel is worn as a total look for a highly sophisticated effect or in graphic combinations with black – in blocks of color, stripes, or macro hound’s tooth checks – for a dramatically chic image. Too severe? Then reveal that slightly wild side of the demure proper miss in you by adding an animalier-print separate or accessory for a surprise effect, just so it is strictly color coordinated. Easy, right?

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13 October 2010
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NEW OPENING IN PORTO

Following the recent shop new opening in Lisboa, on Thursday 23rd Septmber MAX&Co. inaugurated its second boutique in Portugal. The selected location is Porto, one of the most famous and prestigious city of the country, close to the Atlantic Ocean.
The brightly lit shop, located inside the Peninsula Boutique Center, boasts a surface area of some 200 square meters, designed according to the international and innovative concept of MAX&Co., characterized by stark decor and furnishings and a color palette composed of neutral tones.
On the occasion of the new opening, MAX&Co. organized a not-to-be-missed cocktail party to present the new fall/winter 2010 collection, offering a custom-tailored make up session to guests who so desired. Special guest Christina Archer, tv presenter of the channel Porto Canal.
 

MAX&Co. Porto - Galeria Peninsula, Loja 111, Praça do Bom Sucesso 159
Tel. 226 007 718

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12 October 2010
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PLATINIGHT

During Vogue Fashion's Night Out 2010, the special event “Platinight” took place in the MAX&Co. flagship store in Milan, providing a unique shopping and entertainment experience. Guest star Platinette, DJ set by Radio Deejay with Lauretta, official speaker of the radio and hair styling sessions in collaboration with “ghd”. Look at video and photogallery. Thank you everybody!

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8 October 2010
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THE NEW-TRADITIONAL DUFFEL COAT

The true fashionistas have long known it: the key pieces should be purchased at the beginning of the season. And now, more than ever, an overcoat is the indispensable element around which one can build the new wardrobe. Well then, why not opt for the warmth and allure of a model boasting a perfect cut? Inspired by the traditional duffel coat, it comes in yarn-dyed wool tweed. It has a flared silhouette, raccoon trim and fastening with tabs and leather buttons. A genuine classic of winter attire, capable of defining the wearer’s style. And destined to last through the years. It is customized with a special label, to be completed with one’s own name and the date of purchase. To get before it goes!

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8 October 2010
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