Boston Common - Niche Media - A side of Boston that's anything but common.
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BOSTONCOMMON-MAGAZINE.COM 61 CLOCKWISE FROM TOP LEFT: PHOTOGRAPHY BY VITTORIO ZUNINO CELOTTO/GETTY IMAGES; SELIN ALEMDAR/GETTY IMAGES; WESTON WELLS; VITTORIO ZUNINO CELOTTO/GETTY IMAGES; CATWALKING/GETTY IMAGES Max-imum impact! Maria Giulia Maramotti (TOP RIGHT), director of retail for North America, has moved Max Mara in a fresher direction that was very much on display at the Fall 2016 show in Milan (REST OF PAGE). SLOW BURN WITH GIGI HADID FRONTING ITS NEW CAMPAIGN AND A FALL COLLECTION THAT MIXES PLAYFULNESS WITH ELEGANCE, MAX MARA IS SIZZLING! BY BETSY PERRY In one sense, Max Mara's Fall/ Winter 2016 collection is all about the coat. The reintroduc- tion of the Italian house's legendary 101801 camel cashmere topcoat—a decades- long emblem of swagger, Hollywood glam, and royalty— is a fitting gift from the brand to itself on its 65th birthday. (The coat's other two available colors—ever-chic black and a lush, soft oatmeal—might rightly be considered Max Mara's gift to us.) In another sense, though, the collection is all about an up-and- coming coterie of new shoppers. Youthful touches abound in punchy colors, stripes, and geometrics; goofy, textured coats worn with shiny gold; white, yellow, and red high-heeled oxfords; and what look like mini instep-high black boots. But the brand's trademark elegance is likewise apparent in six new styles from the Max Mara Tailored Suit Project Collection and matching skirts, trousers, or dresses in easy-peasy coordinating colors of blues, beiges, and grays, as well as eye-popping yellow, red, orange, and fuchsia. With both a loyal, longtime client base and a PYT gaggle of new fans, Max Mara's creative director, Ian Griffiths, blends youthfulness and timeliness into one harmoni- ous and elegant aesthetic. STYLE OF THE CIT Y