Max Mara Pairs 75th Anniversary Fashion Show with Museum Retrospective in Shanghai

Max Mara is staging its Resort 2027 collection alongside a major retrospective exhibition called "The Max!" at Shanghai's Long Museum West Bund on June 16, 2026. Pairing a runway show with a museum-scale retrospective is unusual practice. The format allows Max Mara to control its own narrative with curatorial authority—a strategy luxury houses use to reach audiences who engage with fashion through cultural institutions rather than retail.