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.

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.

2023: A WEEKEND IN MILANO

Weekend Max Mara opens a new boutique in Corso Vittorio Emanuele II in Milan. a cozy and changeable space that seamlessly blends interiors with exteriors and nature with architecture. As a result, the boutique becomes an oasis of serenity, perfect for those who want to escape the routine, even for just a fewn minutes.

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.

JOYROAD BY LUCY HALE

The new Weekend Max Mara Signature Collection for Fall-Winter 2024, co-created with American actress Lucy Hale, channels the free-spirited vibe of a road trip into the wild, an adventure of self-discovery in search of individuality.

WEEKENDERS AT THART

Breathtaking northern landscapes are the setting of a free-spirited journey of self-discovery and nature love. The Weekend Max Mara Autumn/Winter 2024 Advertising Campaign is interpreted by a beautifully captivating Mathilda Gvarliani. Discover cosily elegant garments in earthy tones that accompany the Weekender on her highland adventures.