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With the drawing of this Love and the voice of this Calling 
we shall not cease from exploration 
and the end of all our exploring
 will be to arrive where we started
 and know the place for the first time.

Coats!

“COATS! Max Mara, 60 years of Italian Fashion” is an exciting trip across the history of Italian Fashion and through Max Mara iconic garment, the coat.
The show opened in 2006 and was hosted by some of the most important and prestigious museums in the world, including the Staatliche Museen in Berlin (30 November 2006 – 4 March 2007); the Mori Arts Center in Tokyo (18 October - 25 November 2007); il National Art Museum of China (19 October 2008 - 12 November 2008). The last stop of our touring show was at the State Historical Museum in Moscow (12 October 2011 - 10 January 2012).
“COATS!” Moscow edition took place on the 60th Group Anniversary, virtually crowning the celebrations and festivals in the name of an impressive fashion history.

The show follows the history of the Max Mara Group with a section dedicated to precious coats: 70 rare models from the early 50s till today; many shots taken for Max Mara by famous photographers like Richard Avedon, Sarah Moon, Steven Meisel, Craig McDean, Mario Sorrenti and David Sims; and some sketches out of the Group Archives signed by their creators who have been collaborating with Max Mara (in the most strictly confidential way, as in the policy of the company) throughout  its history, including outstanding personality like Emmanuelle Khanh, Anne-Marie Beretta, Karl Lagerfeld or Jean-Charles de Castelbajac. The show themes refer to consecutive times progressively linked to one another in sequence.
Each theme is dedicated to a particular historical and cultural period of the company life: the forming of the Group (in the ‘50s-‘60s), the link with the publishers (‘70s), the creativity (’80s), the photography (’90s) and, last but not least, the industrial production (2000).
The art section exhibits artworks inspired by the iconic coat 101801, signed by contemporary artists like William Wegmam, Miwa Yanagi, and François Berthoud. The Moscow show edition featured a new work by Valery Katsuba, a eminent S.Petersburg artist that was assigned by Max Mara the task of taking a special shot for the occasion: “ALBATROSS (when memories are awoken by birds)”.

A new edition of the catalogue “Coats! Max Mara, 60 anni di moda italiana”, edited by Adelheid Rasche, the organizer of the show, was released by Skira in 2011.

The catalogue, that features notable editorials by Colin McDowell, Marco Belpoliti, Enrica Morini and Mariuccia Casadio is available in all best bookstores worldwide.

 
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