As everyone in fashion knows, runways are a big deal. Your first runway? One you will never forget.
Mine happened at an invite only event in luxury department store Fenwick. The lead up to the runway consisted of a mother and daughter day out in Newcastle, pondering the contents of the illusive runway gift bag. I assumed diamonds, a Mini Cooper and an iPhone. My mam thought a bag of Haribo sweets would be their limit.
The champagne reception was followed by finding a seat, front row I might add, and having a rummage through the goodie bags given to us; Armani samples and a cream which promises to remove any unsightly ‘bulges’. There were no jewel encrusted Mini’s to be seen. Max Mara’s London team had arranged a private showing to a select few of its autumn winter 2012 collection. The show featured Sportmax Code, Weekend Max Mara, Max Mara Studio and their main line, which handily were readily available to purchase after the show.
Each of the four models wore one outfit from each of the four collections, and boy were they good. As soon as each model approached the catwalk, my mam would turn to me and say how much she loved the coat, dress, trousers…basically the entire collection. With luscious rare alpaca cashmere, up to four different kinds of silk, and the most beautiful cuts you can imagine, this collection was certainly bang on trend, timeless, and needs to get in my wardrobe right now (student loan permitting).
Everything about the collection screamed luxury Italian design, but each piece was merged softly with another culture, country or theme. One collection reflected world cities, including London’s swinging 60’s scene, Edinburgh’s preppy science roots, and Switzerland’s snowy mountains and need to ski. I was quite pleasantly surprised by this, as from research into the brand they seemed to be aimed at an older audience, but this runway has changed my mind. Max Mara cleverly makes pieces which mother and daughter could wear, but have their own style imprinted on the outfit. Same dress, different looks.
As one last piece of temptation we were told about an exclusive offer; a free scarf with any purchase. It had to be done, so now I am the proud owner of a Max Mara navy top covered in sparkly diamantés.
By Sarah Stothard
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