Coats! Max Mara

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Max Mara · State Historical Museum, Moscow · 2011–2012

Deconstructed camel coat reduced to its seams and edges, from the Max Mara book 448 Historical Pieces on Red Square.
Cover of the book 448 Historical Pieces on Red Square for Max Mara, with Saint Basil’s Cathedral in sepia tones.

CLIENT: Max Mara
WHEN: 2011–2012
WHERE: State Historical Museum, Moscow
COLLAB: Stefano Guindani (photography), Federica Spinelli

Elena Pelosi art-directed the photographic catalogue by Stefano Guindani dedicated to the Moscow stage of “Coats!”, the exhibition on the history of Max Mara at the State Historical Museum on Red Square, 12 October 2011 – 10 January 2012.

Curated by Adelheid Rasche, with exhibition design by Migliore + Servetto, the show traced 60 years of Italian fashion through 70 coats from the 1950s onwards, including the 101801 camel coat, alongside photographs by Richard Avedon, Sarah Moon, Steven Meisel and others.

The Moscow stage was part of the Italy–Russia year and marked the 60th anniversary of Max Mara Group.

For commissions and collaborations with brands, spaces and institutions, please email studio@elenapelosi.com.

Cover of the book 448 Historical Pieces on Red Square for Max Mara, with Saint Basil’s Cathedral in sepia tones.Deconstructed camel coat reduced to its seams and edges, from the Max Mara book 448 Historical Pieces on Red Square.448 Historical Pieces on Red Square, Max Mara: exhibition hall with backlit niches and a red carpet