MAX MARA INDUSTRY PROJECT | MASTER CREATIVE KNITWEAR DESIGN

The project Accademia Costume & Moda Master in Creative Knitwear Design A.Y. 2023/2024 has successfully concluded, in collaboration with MAX MARA FASHION GROUP, involving students in an exciting Industry Project. From 16th April to 4th June 2024, participants had the opportunity to engage with the dynamics of one of the most prestigious groups in the international fashion scene, developing innovative and cutting-edge design projects.

 A Symbol of Luxury and Innovation

Founded in 1951 by Achille Maramotti, MAX MARA is now a symbol of Italian style and luxury. With its impeccable lines, uncompromising quality, and iconic design, MAX MARA is synonymous with timeless elegance. The brand has always placed great emphasis on female empowerment, celebrated through its history and the evolution of its products, such as its famous coats and tailored suits.

The Project: Immersion in the Brand's DNA

Students of the Master in Creative Knitwear Design were asked to choose between the four proposed brands by MAX MARA and develop a design project for the A/W 2025 collection, focusing on knitwear. Each student had to interpret the distinctive codes of the chosen brand, combining extensive research, material experimentation, and an innovative approach to design.

The Proposed Brands: A Diversity of Styles and Philosophies

1. Max Mara – Timeless elegance and sartorial quality.
2. Sportmax – Innovation in silhouettes and volumes.
3. Marina Rinaldi – Inclusivity and focus on the female figure.
4. Max & Co. – Versatility and character.

Experimentation and Creativity: A Unique Approach to Knitwear

Students embarked on a path of conceptual research and experimentation, where innovation in materials, finishing techniques, printing, and dyeing was key. Each project required an in-depth analysis of the possibilities offered by knitwear and jersey, exploring new ways to express contemporaneity while never losing sight of the brand’s DNA.

Learning Objectives: A Key Step in the Professional Journey

At the end of this project, students acquired key skills for their professional future, such as:

• Brand analysis and identifying the target market segment.
• Developing a personal, informed research applied to the creation of innovative collections.
• Solving technical-production constraints, with solutions consistent with the brand’s DNA.
• Designing and professionally presenting their work, with a critical approach to the process.

The Master in Creative Knitwear Design project in collaboration with MAX MARA FASHION GROUP was a stimulating and formative experience, allowing students to engage with an internationally renowned brand, testing their creative and technical abilities. Under the guidance of Project Leader Gigi Vezzola and Assistant Chiara Borghi, students had the opportunity to express their full potential, creating unique projects that combine tradition, innovation, and contemporaneity.