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Fall Winter 2021 Fashion Show
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Max Mara The Cube
Max Mara The Cube is an integrated system of outerwear and accessories that has been around the “block” a few times. The project - which was first released in 2008 - boasts a clear-cut identity, which is further accentuated by the unmistakable “Cube” packaging.
“What I do when I take photos is I live in the moment. I create situations where something interesting will happen, and by allowing everyone to be part of the creativity you get spontaneous moments”.
Malibu-based artist Tierney Gearon drew inspiration from her Californian surroundings for her second photographic project dedicated to Max Mara The Cube. Live in the moment: this is the principle Gearon follows in her shots, in which she recreates spontaneous moments that allow everyone to get involved and waits for something unexpected to happen.
Water-repellent canvas gilet
Water-repellent canvas hoodie
Water-repellent reversible canvas down jacket
The Max Mara The Cube’s design is so innovative that it has been “boxed” into the display cases at the Berlin State Museums and New York’s FIT, as a “cult object” in the “Fashion and Technology” exhibitions. In a bid to celebrate the research and innovation behind the Max Mara The Cube’s design, we asked three photographers to provide us with their own visual interpretation of the project and provided them with just one prompt: life, cubed.
Water-repellent gabardine trench coat
Water-repellent reversible canvas cape
Water-repellent technical cotton parka
Water-repellent reversible taffeta parka
Thirteen other photographers have previously interpreted the project: Erik Madigan Heck, Koto Bolofo, Rinko Kawauchi, Hellen Van Meene, Max Farago, Lorenzo Vitturi, Christopher Anderson, Tina Barney, Laurie Simmons, Marilyn Minter, Sam Taylor-Johnson, Stephen Shore and Alex Prager.
Powered by Imbotex Lab.The innovative new project from Max Mara The Cube.