MaxMara
REVIEW
COMPLETE COLLECTION
MILAN, February 27, 2010
By Sarah Mower
It's winter, and people are talking about pragmatic sportswear for working women, which points toward a bumper opportunity for an established go-out outerwear brand like MaxMara. This season the label strove to capitalize on that heritage—established way back at the dawn of working womanhood—with a collection that focused on eighties swing-coated military silhouettes with a touch of the Dr. Zhivagos about them.Greatcoats, stand-up collars, rows of buttons on shoulders, and long skirts in navy, gray, khaki, and stone formed the core of the show. These uniformly passed muster with all the evident quality women expect from this house—save, perhaps, for the shearlings. In a season of hot competition on the sheepskin front, these seemed too featureless and bulky to be contenders. Where the presentation really stretched credibility was when the styling delved into wide trousers tucked into leather knee boots, gold cocktail dresses, and heavily embroidered eveningwear with a quasi-czarist theme. That much historicism only served to distract from the strengths of a company whose classic product doesn't need to dress up in fancy disguises to prove its market relevance.
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Fall 2010 Ready-to-Wear
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3.1 Phillip Lim -
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D&G Davidelfin Dennis Basso Derek Lam Devi Kroell Diane von Furstenberg Diesel Black Gold DKNY Dolce & Gabbana Donna Karan Doo.Ri Douglas Hannant Dries Van Noten Dsquared² Duro Olowu -
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Elie Saab Elie Tahari Elise Øverland Emanuel Ungaro Emilio Pucci Emporio Armani Erdem Erin Fetherston Erin Wasson x RVCA Etro -
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Fashion East Fendi Francesco Scognamiglio -
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Gabriele Colangelo Gap Gareth Pugh Gary Graham Generra Giambattista Valli Gianfranco Ferré Giles Giorgio Armani Givenchy Graeme Armour G-Star Gucci -
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Haider Ackermann Halston Helmut Lang Hermès Hervé Léger by Max Azria Holly Fulton House of Holland -
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Iceberg Isaac Mizrahi Isabel Marant Issa Issey Miyake -
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Karen Walker Karl Lagerfeld Kenzo Kimberly Ovitz Kinder Aggugini Koi Suwannagate -
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L.A.M.B. L'Wren Scott Lacoste Lanvin Lela Rose Limi Feu Loewe Louise Goldin Louise Gray Louis Vuitton Luca Luca Luisa Beccaria Lutz & Patmos Lyn Devon -
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Naeem Khan Nanette Lepore Narciso Rodriguez Nathan Jenden Neil Barrett Nicolas Andreas Taralis Nicole Farhi Nicole Miller Nina Ricci No. 21 -
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Ohne Titel Organic by John Patrick Oscar de la Renta Osman -
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Paris 68 Paul Smith Pedro Lourenço Peter Jensen Peter Pilotto Peter Som Philosophy Pollini Ports 1961 PPQ Prabal Gurung Prada Preen Pringle of Scotland Proenza Schouler -
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Sacai Salvatore Ferragamo Sharon Wauchob Shipley & Halmos Sonia Rykiel Sophia Kokosalaki Sophie Theallet Stærk Stella McCartney Stephen Burrows Suno Sykes -
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Valentino Vanessa Bruno Vena Cava Vera Wang Véronique Leroy Versace Versus Victoria Beckham Viktor & Rolf Vionnet Vivienne Tam Vivienne Westwood Vivienne Westwood Red Label VPL -
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Wayne William Rast Wunderkind -
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Y-3 Yigal Azrouël Yohji Yamamoto Yves Saint Laurent -
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Zac Posen Zero + Maria Cornejo
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