Max Mara: Knitwearing Max Mara Fashion Group

Project: Knitwearing Max Mara Fashion Group
Project Leader: Gigi Vezzola
Master in Creative Knitwear Design a.a. 2020/2021

Industry Project in collaboration with MAX MARA FASHION GROUP_ Laura Lusuardi, Fashion Coordinator Max Mara Fashion Group; Marcella Sabattini, Corporate HRM Specialist; Diego Salerno, Consulente HR Specialist

Industry Brief

Max Mara Fashion Group, a partner of the Master in Creative Knitwear Design since its first edition, has renewed its partnership also for the 2020/2021 academic year, through a special Industry Project that has involved a variety of brands within the group. Students were able to choose to develop their design project with : Max Mara, Sportmax, Max Mara Leisure, Marina Rinaldi or Max &Co.

Each student developed a contemporary and innovative project for F/W 2022/23, through extensive research and experimentation both with materials and garment design.

In addition to designing a knitwear and jersey capsule collection consisting of 10 total looks, the students had to implement conceptual and personal research within the brand’s DNA, expressing the right balance between innovation and brand identity.

The students had to undertake in depth research, through a broad and specific analysis, the study of the consumer of the reference brand and the respective market.
In September 2021, our students presented their projects to Laura Lusuardi, Fashion Coordinator of Max Mara Fashion Group, and to the creative teams of their respective brands.
Thanks to Max Mara Fashion Group for involving our students in this complex Industry Project, which allowed them to interpret the identity of a Brand in an innovative manner.