OUR STORY

Over the decades, Weekend Max Mara has evolved into an inspirational Italian lifestyle brand that has flawlessly preserved its relaxed legacy while incrementing its offering with a multi-occasion versatility.
Its authentic nature perfectly embodies the spirit of empowered, cultured and life-loving women all over the world, with an open mind and free spirit. Ladies whose mantra is above fashion, beyond trends.

1983: Weekend Max Mara is born in Italy

Launched as an off-shoot of the main Max Mara collection, as its name suggests, Weekend Max Mara offered an authentic wardrobe of sophisticated relaxed pieces and handsome outdoor wear for women seeking to look chic even in their free time. Beyond fashion and seasons, this new and empowering approach to casual wear was immediately well-received by self-confident women, who were increasingly carving out a position for themselves on the evolving social and work scene.
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Adventurous and sophisticated

Adventurous and sophisticated
Adventurous and sophisticated
Adventurous and sophisticated
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1990: a wanderlust spirit

As Italian fashion continued to gain momentum worldwide, so did Weekend Max Mara. The success and visibility led to its first top-class ad campaigns, starring a gaggle of Supermodels the caliber of Linda Evangelista, Isabella Rossellini, Amber Valletta and Karen Elson: perfect Muses of the lightness and the carefree mood of the brand.

2000-2015: the first flagship store

The first flagship opens in Bologna. The store, which still exists today, paved the way for an international expansion. The current design concept is characterized by welcoming, airy and bright spaces, evocative of a contemporary home. The mix of materials includes wood, grit and ornate cement tiles mixed with blue boiserie and black and white wall paper featuring designs of antique Italian gardens.
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A global expansion

A global expansion
A global expansion
A global expansion

2016: fresh and iconic

Named after the Italian word for “small pastry,” the Pasticcino Bag by Weekend Max Mara makes its debut, becoming a hallmark symbol of the house characterized by its sweet nature and strong personality. With its pioneering design and day-into-night versatility, this playful clutch shape evokes the sweetness that is found in the magic of childhood, of surprise, of colors.
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Signature Collections

Eager to explore new grounds, Weekend Max Mara introduces a new inspiring project - the Signature Capsule collections. Designed and inspired by renowned international creative minds, asked to interpret the house codes with a discerning and distinctive eye. The first one to roll out was Aegean Sun by artist and photographer Micol Sabbadini, followed by Trophy Day by Richard Saja; Chaotic Elegance with artist Ritsue Mishima; Nantucket by Anthony Baratta; On Set by costume designer Gabriella Pescucci;, Re-Find by Lucinda Chambers; Flutterflies by Donald Robertson; and A. World by Alek Wek.

WHERE THE HEART BELONGS

Traveling back to the everywhere place. A hide away in the South, escaping all sense of time. Far from the buzz, but dense with experiences. Landscapes, colours, aromas are all different but theWeekender’s spirit (and her wardrobe) stays faithful to her soul.
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WEEKENDERS BUTTERFLIES

The butterfly Ally was born in 2009 and it is part of the Weekend Max Mara iconography since then. Chosen for its symmetry and artistic sinuosity, it perfectly embodies the nature and spirit of the brand.