To present the garment, the pop-ups will be open in Milan, Tokyo and Seoul.
Max Mara's campaign for the Olimpia jacket. courtesy of Max Mara
MILAN — Max Mara’s creative director Ian Griffiths is set on creating yet another timeless garment for the Italian brand — the Olimpia jacket.
“We want to launch it as an icon, it’s versatile, as it can be worn in a myriad of different ways. It’s a distillation of all jackets and in terms of proportions it can last forever,” said Griffiths during a breakfast meeting at the Portrait Hotel here Monday morning.
Max Mara will unveil an experiential pop-up, the Jacket Circle, in the courtyard of the hotel on Thursday that will run until Oct. 20 to present the jacket, similarly to the experience it offered with the Fluffy Residence in the same location and in selected cities to mark the 10th anniversary of the Teddy coat.After Milan, Max Mara will bring the interactive pop-up concept to Tokyo on Oct. 29, which will run until Nov. 4, and in Seoul from Oct. 31 until Nov. 9.
Max Mara’s Jacket Circle pop-up.
Griffiths has also conceived a Brand Values campaign highlighting the Olimpia jacket photographed by Oliver Hadlee Pearch in London and fronted by model Bibi Breslin.
The jacket is expected to flank other signature Max Mara garments, such as the 101801 coat and the Manuela coat, as well as the Teddy.
However, Griffith said “you can’t really compare the jacket with the coats, it’s like apples and oranges. Both are versatile, yes, but the jacket can be transformed for different occasions and according to your personal style, and it conveys a different kind of emotion, it provides a sense of empowerment. The jacket has been more defined by conventions, norms and traditions.”
He argued that jackets had been “forgotten for a while, kind of playing second fiddle,” but that he always wears one, year-round. “I feel complete, it gives me structure and shape, and once you are used to it, it’s hard to give it up. There are moments when the jacket is fundamental, and it’s almost second nature for me.” Griffiths recalled he wore his first jacket aged 5 at school in England and has over the years worn models designed by Savile Row tailor Timothy Everest.
The Olimpia jacket was launched for fall 2024 as a double-breasted design in camel hair in its natural color, with shoulders “slightly constructed,” hailing from the menswear tradition, with a shape that is fluid and with four buttons on each cuff.
Griffiths explained that he is “fascinated by the mythological world” and that Olimpia conjures the image of a heroine and a winner. “Any woman can be extraordinary,” he said.
Retailing at 990 euros, the Olimpia jacket is democratic, “in the style of Max Mara, which has always aimed at creating fashion for real people, and it’s part of our culture to provide fair price for utmost quality. The brand is not out of reach.”
Joey King, the recipient of the 2024 WIF Max Mara Face of the Future Award, wearing the Olimpia jacket.
Max Mara has the authority to launch the Olimpia, said Griffiths, recalling how jackets were the first items that brought success to the company, which was founded in 1951. “I joined in 1987, so we’ve been through a few designs,” he said with a smile.
The Olimpia for spring will be available in other colors and in mohair wool and other materials.
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