448 HISTORICAL PIECES ON RED SQUARE – MAX MARA

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CLIENT: STEFANO GUINDANI / MAX MARA
WHEN: 2012
WHERE: Milano (IT)
COLLAB: with Federica Spinelli

Photographic catalog by Stefano Guindani dedicated to the Moscow stage of “Coats!”, the exhibition tracing the history of Max Mara. After Germany, Japan, and China, “Coats!”—the showcase of Max Mara Group’s journey—arrives in Russia, specifically in Moscow, from October 12, 2011, to January 10, 2012, at the State Historical Museum on Red Square.

The Moscow leg of this international exhibition boasts a prestigious setting, with exhibition design by the renowned Migliore + Servetto Architetti Associati. This follows successful exhibitions at Kulturforum in Berlin (November 2006), Mori Arts Center on Roppongi Hills in Tokyo (2007), and Namoc (National Art Museum of China, 2008), highlighting its itinerant nature and cultural approach.

Curated by Adelheid Rasche, a fashion and art historian, and curator of the Sammlung Modebild – Lipperheidesche Kostümbibliothek (Fashion Image Collection – Lipperheide Costume Library) at the Biblioteca dell’Arte, National Museums in Berlin, and member of ICOM – International Council of Museums, Costume Committee.

‘Coats!’ blends glamour and history, offering a journey through decades of Italian fashion, analyzed through the evolution of Max Mara coats. The exhibit features 70 rare models spanning from the ’50s to the present day, including iconic pieces like the “101801” camel coat, fur-trimmed trench coats, and paletots reminiscent of Catherine the Great’s era. Accompanying these are photographs by renowned artists such as Richard Avedon, Sarah Moon, Steven Meisel, Craig McDean, Mario Sorrenti, and David Sims.

The narrative is organized thematically, weaving together moments in the company’s history: the group’s inception (’50s-’60s), ties to publishing (’70s), creativity (’80s), photography (’90s), and industrial production (2000).

The art section features installations and themed artwork by contemporary artists like William Wegmam and Miwa Yanagi. Notably, Valery Katsuba, a renowned artist from St. Petersburg, contributes a photographic work capturing the Bolshoi Theatre’s ballet company in a dreamlike choreography of tutus and Max Mara coats.

For the Moscow stage, a new edition of the catalog “Coats! Max Mara, 60 Years of Italian Fashion,” edited by Skira and curated by Adelheid Rasche, will be produced. It will be available worldwide in leading bookstores, featuring critical contributions from Colin McDowell, Marco Belpoliti, Enrica Morini, and Mariuccia Casadio.

“Coats!” is a key event in the Italy-Russia celebration, marking the 60th anniversary of Max Mara Group’s founding, combining celebrations for a remarkable fashion history.