Max Mara Celebrates The 10th Anniversary Of Its Iconic Downjacket, The Cube

To celebrate the 10th anniversary of The Cube – Max Mara’s collection of quilted coats and gilets neatly packaged into cubed carry-cases for on-the-go women – the Italian fashion house asked three photographers to interpret the concept. The brief? To take the core creation of luxury, high-performance outerwear – and its neat travel bag – and turn it into an art piece that represents what the brand stands for: modern fashion realised through a meticulous, artisanal lens.

And so, Dutch photographer Hellen van Meene played with paint-like techniques; New York-based cameraman Max Farago looked at The Cube from an off-centre perspective; and Japanese lenswoman Rinko Kawauchi used lighting techniques to transformative effect. Each image in the 10th anniversary series is brilliantly individual, much like Max Mara’s customers, who have come to rely on The Cube collection for its unparalleled warmth-to-weight functionality and adaptable styling.

It’s this cutting-edge design that underpins The Cube, and Max Mara’s commitment to innovation, that sets it apart from anything else in the fashion industry. Since 2008, Max Mara has developed original coats, jackets and accessories made from exclusive, purpose-made fabrics that are reversible, breathable, water-repellent, light and adaptable. The form and functionality are second only to style. Each piece is unmistakably Max Mara: a sophisticated, elegant construction that can be collared, cuffed, hooded, jewelled or embellished with the myriad options available.

The unmistakable Cube packaging, meanwhile, is now universally recognised as a symbol of design excellence around the globe. The Cube is in the Kulturforum collection of the Staatliche Museum in Berlin, as well as the Fashion Institute of Technology in New York.

For its 10th edition, Max Mara is not only celebrating The Cube’s unique balance between beauty and practicality, it is also adding a new member to the family: La Superleggera. A r-evolution of the brand’s iconic duvet whose unlimited lightness comes in a limited edition: 300 grams in 300 pieces available from September 19th.

See the cult following behind Max Mara The Cube grow beyond the autumn/winter 2018 season, and well into its 11th year, as it cements its place as a wardrobe essential alongside the brand’s iconic camel coats.