Max Mara has announced that it will present its next resort collection in Shanghai, continuing its long-running tradition of staging destination shows around the world. The Italian fashion house confirmed the show will take place on June 16, 2026, marking a major moment for the brand in China.
The choice of Shanghai reflects Max Mara’s strong relationship with the Chinese market and the city’s growing influence in global fashion and luxury. Shanghai has become a key destination for international brands, offering a mix of modernity, culture, and economic importance that aligns with Max Mara’s global strategy.
The upcoming resort show follows a series of high-profile locations selected by the brand in recent years. In 2024, Max Mara presented its collection at the Reggia di Caserta near Naples, while past resort shows have been staged in cities such as Stockholm, Berlin, Lisbon, Venice, and Florence. Each location is chosen to connect the collection with a distinct cultural and architectural backdrop.
Max Mara said the Shanghai presentation will remain faithful to the brand’s core values and design philosophy, often described as “pragmatic feminism.” The concept emphasizes timeless elegance, strong tailoring, and clothing designed to empower women through practicality and refinement.
By taking its next resort collection to Shanghai, Max Mara reinforces its international outlook while highlighting the importance of Asia in shaping the future of the luxury fashion industry.