Spring Summer 2021
Flutterflies is the new Weekend Max Mara Signature capsule collection for the Spring Summer 2021 designed in collaboration with American illustrator and pop artist Donald Robertson.
Drenched in a vibrant palette and lively prints, the collection brings a jolt of energy to the warm-weather season. Prints rule, mirroring Robertson’s idiosyncratic emblems, techniques, and vision. Clean, crisp lines define the feel-good selection with colorful motifs that reflect both Robertson’s signature realm and Weekend Max Mara’s longtime symbol, the butterfly.
Worn by American model Sofia Richie, and captured by photographer Dewey Nicks, the collection will be available on weekendmaxmara.com and shared through the brand's social media accounts starting from Tuesday the 9th of March.
The project will also include an augmented reality in-store experience that will be introduced by influencer Erika Boldrin. The video will be shared on the brand's owned media and will also contain Erika's styling tips on how to mix and match the Signature Collection items at best.
"I believe happiness is a decision you make when you wake up. But rainbow stripe jeans can help if you are having a tough day." - Donald Robertson