For the launch of the 24S x Max Mara capsule collection, 24S invited us to dream together and reimagine one of Paris’ most iconic monuments - a symbol of the City of Light - through a contemporary and poetic lens.
The project set out to merge heritage and imagination, transforming a familiar landmark into a visual narrative that reflects timeless elegance and modern femininity.
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For over sixty years, the Italian house has defined the art of coat-making, continuously refining its classics season after season.
Under the creative direction of Ian Griffiths, Max Mara revisits its emblematic silhouettes with precision and restraint, proving that true luxury resides in consistency, craftsmanship, and quiet reinvention.
The reimagined monument becomes a stage where fashion, architecture, and atmosphere converge - a symbolic extension of Max Mara’s design philosophy.
Iconic pieces such as the Teddy Bear coat, with its enveloping volume and effortless glamour, introduced in 1981 and still beloved for its structured double-breasted cut and tailored collar, are celebrated not as trends, but as enduring expressions of style.
Color played a central role in shaping the narrative, mirroring Max Mara’s refined palette - from warm camel and deep anthracite to soft pastel tones.
These hues informed the mood of the environment, reinforcing the idea of versatility and timelessness that defines the brand’s coats: garments designed to move seamlessly across occasions, seasons, and generations.
By blending digital artistry with fashion storytelling, the project offers a new perspective on heritage - one that respects history while allowing space for reinterpretation.
