Camel is the new black : Max Mara’s exhibition in Seoul

Italian fashion house Max Mara opened its exhibition named “Max Mara, Coats!” at the Dongdaemun Design Plaza in Seoul on 28 November 2017. The brand’s representative product, ‘Coat’, provides a new perspective on their history and tradition.

This exhibition was held in Seoul at the Dongdaemun DDP six years after Berlin, Tokyo, Beijing and Moscow.

Many of the stars wore camel-colored coats for this occasion, the signature item of the brand. Many celebrities and influencers such as Um Jeong Wha, Oh Yeon Seo, Yoona of girl’s generation, Son Na Eun of A-pink, Gi EunSe attended the event.

Various coat collections representing “Max Mara”, including Manuela coat, have changed since the 1950s, with themes of each era. The exhibition space consists of seven themed spaces, allowing visitors to have a unique experience.

For this exhibition, artist Lee Dae-hyung who is the curator of the Korean Pavilion of the Venice Biennale and artist Kang I-yeon who worked as an artist at the London Victoria & Albert Museum of Art joined forces to celebrate Max Mara’s iconic product.

A special dome structure ‘deep surface’ that reinterprets the boundary between technology, human and space is also a point of observation which adds a modern touch to the traditional item.

In particular, for this exhibition, Ian Griffith, creative director of Max Mara, presented a look inspired by the traditional organic bowls used by the royal family of the Joseon Dynasty.

He created ‘Seoul Special Look’ which combines one button tailored coat with pure camel material, a shirt with a cuff detail and a pencil skirt.

This ‘Seoul special look’ has been launched in major domestic and international stores starting from the 29 November 2017, opening day of exhibition.

The exhibition is free and can be booked through the official Max Mara Korean website.

The exhibition will be held from 29 November to 12 December 2017 at the Dongdaemun Design Plaza (DDP).