Max Mara’s itinerary exhibition Coats! has made its way to Seoul, after heading to iconic locations Berlin, Moscow and more.
The opening night, held on Nov 28, was attended by the likes of Korean sweetheart Yoona Im, as well as fashion icons Korean-American Irene Kim and Singaporean Yoyo Cao.
The exhibition ran from Nov 29-Dec 12 and was held at Seoul’s modern and cutting edge Dongdaemun Design Plaza. Coats! is all about the history of Max Mara’s coats, and more so, of the brand.
To celebrate the opening of the exhibition, a cocktail event was held. Celebrities like Yoona Im and fashion influencers Irene Kim and Yoyo Cao were there for the opening.
Another familiar face was influencer Kim Na Young. Creative Director Ian Griffiths was at the exhibition as well.
There, Max Mara presented a special look at the Coats! exhibition in Seoul, donned by Korean celeb Yoona Im.
It pays tribute to the traditional Korean Yugi, which are precious objects passed down through the generations – just like a Max Mara garment.
The entire experience is crafted through a series of themed rooms. One example is a series of modern-day wunderkammer (cabinets of curiosities), which is packed with not just garments, but with sounds to complete the experience.
Coats! also featured some of the house’s memorabilia – such as Ian Griffiths’ old sketches.
Put together, these represent Achille Maramotti’s vision of making the ordinary extraordinary, at Max Mara. He is the founder of the brand.
In an interview with Vogue, Ian said: “It’s very moving for me to find, after 30 years, something I’ve forgotten about, but I can remember making this sketch one morning after my coffee break. I must have made thousands and thousands of sketches in my career, but I remember this one.”
Over 90 coats are on display – beginning with the first ones from 1950, to the ones that we see today.
They don’t just represent the evolution of Max Mara, but they also reflect the changes in taste, society and the lifestyle of the decades.