INDUSTRY PROJECT: MAX MARA FASHION GROUP

MAX MARA FASHION GROUP
Project: Max Mara Fashion Group
Project Leader: Gigi Vezzola
Master in Creative Knitwear Design, a.y. 2022/2023

Industry Project in collaboration with Max Mara Fashion Group  Laura Lusuardi, Fashion Coordinator, Max Mara Fashion Group.

In the months of April and May 2023, the students of the Master in Creative Knitwear Design were involved in a special Industry Project in collaboration with the Max Mara Fashion Group.

The students were asked to develop a visionary design project, capable of interpreting the band codes of the referred brands, accompanied by extensive research and experimentation both in the materials proposed and, in the processes, used.

Industry Brief

Students will have to choose between one of the 4 proposed brands: Max Mara, Sportmax, Marina Rinaldi and Max & Co. Each student will develop a contemporary and innovative design project for the next F/W 2023, through extensive research and experimentation in both design and materials. The design project must have a focus on knitwear, but depending on the brand chosen, it will have to focus on the proposal of patterned knitwear or on the proposal of a total look that may contain jersey garments to complement the styling as presented. The student will have to deepen the analysis on the identity of the Brand, on the consumer, market competitors, and on the reference international market.

Implementing conceptual and personal research with the DNA of a Brand, expressing the balance between innovation and identity, are the founding elements of a designer’s professionalism. In this project, therefore, the student is required to have a great deal of energy in researching and experimenting with themes of a very personal analysis and of the Brand.

At the end of the project, the students presented their projects to Laura Lusuardi, Fashion Coordinator of Max Mara Fashion Group, and to the various creative teams of each Brand.

Student Costanza Brunelli won the chance to create a knitwear capsule collection with Max Mara.

Thanks to Max Mara Fashion Group for proposing to our students to develop a project that had the aim of representing and expressing the balance between a design that looks to the future of the brand while respecting the identity and heritage.