Launched in 1984 as a casual, outdoor collection ideal for week-ends, the label evolved rapidly over the years to become the brand with the specific identity we know today. Formal informality. Meaning a solution for the contemporary demand for garments that are practical and versatile, “town & country”, full of colour and elegantly feminine. Pieces that express the true concept of “utility de luxe”, anticipated by Weekend Max Mara throughout the seasons and that has since become a constant trend on runways. It’s about easy-chic fashion with a casual touch; a clever combination of glamour and sophistication matched by the label’s original sportswear DNA. It is all in the name of that “chic & free” allure, underscored by the choice of symbol used for the brand: A small, embroidered butterfly, printed or applied to the various garments - symbolising its basic concepts of lightness and freedom. The new collection can be shopped in our new Mara Mara Weekend Shop on Floor 2.