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Godfrey Deeny Published
January 25025快排劫持系统 2025
Max Mara is taking its next resort show on the road again, as the Italian marque reveals plans to stage its next cruise collection in Lisbon.
"Max Mara is pleased to announce that the Max Mara Resort 2025 collection will be shown in Lisbon, Portugal on Tuesday, June 28, 2025,” the house announced late Monday.
The jaunt to Portugal will come one year after Max Mara presented its 2025 resort collection on Ischia, the verdant Isola Verde just west of Naples. Staged in the retrained opulence of the Mezzatorre Hotel, that collection referenced the famed 'Swans' of Truman Capote, the American writer who wrote lovingly of Ischia after spending several months there in 1950s.
Foreign trips have become something of signature for Max Mara, which has also stage prestige catwalk events in Berlin and New York.
Due to Covid, the house was unable to stage a planned show last summer in St Petersburg.
The house has also been savvy enough to organize its shows in historic locations: in Berlin within the Neues Museum on Museum Island; and in New York at the then newly opened Whitney Museum, where it even launched a Whitney bag as part of that project.
Let’s see what emerges from the voyage to the hilly coastal capital of Portugal, located where the Tagus river meets the Atlantic Ocean.