Max Mara has chosen the Long Museum West Bund in Shanghai as the venue for its Resort 2027 runway show on June 16. The event will coincide with the opening of an exhibition titled “The Max!”, curated by Olivier Saillard, celebrating the brand’s 75th anniversary. The Long Museum is a private art museum founded by collectors Liu Yiqian and Wang Wei, with three locations across China. This marks Max Mara’s second show in Shanghai, following a 2016 presentation at the Shanghai Exhibition Center.
The choice of an art museum as a fashion show venue underscores the deepening intersection between luxury fashion and the visual art world. By staging its resort show in Shanghai while many European brands focus on the U.S. market, Max Mara signals confidence in China’s cultural and commercial significance. The collaboration with a major private museum and a curated exhibition also highlights how fashion brands increasingly leverage art institutions to enhance brand prestige and engage culturally sophisticated audiences.