From The Straits Times    |

The Here is the Cube collection was first launched in 2008 by Max Mara. The idea of a collection of designer down jackets – each reversible and customisable – all cleverly packed in a cube box soon become an iconic project for the brand that explored the limits of design, season after season.

The Cube has been designed to be an “integrated system” that allows genderless options for expansion while offering great functionality and weather resistance. The Cube items have been lauded as “cult objects” tying in fashion with design and have been displayed in museums like the FIT in New York as part of the Fashion and Technology exhibition.

Max Mara launches its Here is The Cube Autumn Winter 2013 collection with an exhibition at ION Orchard. Running from October 8 to 15, the installation will showcase the latest Cube ranges, including the Travel Cube. This new model is a travel parka with Kimono sleeves and a detachable half-belt, made of an ultra-light cotton micro-faile.

Check out the rest of the design-centric Here is the Cube Autumn Winter 2013 collection at the Max Mara Here is the Cube installation at Ion Orchard Level 1 Atrium from October 8 to 15, 2013. For more information, go to Follow the brand on Facebook and Twitter @maxmara