Max Mara has announced that its next cruise show, the Resort 2027 collection, will take place at the Long Museum West Bund in Shanghai on June 16, 2026. The event will also mark the opening of a public exhibition titled 'The Max,' curated by French fashion expert Olivier Saillard, celebrating the brand's 75th anniversary. The show continues Max Mara's tradition of staging cruise collections in museums, following previous shows at Berlin's Neues Museum and Venice's Doge Palace.
The choice of the Long Museum is significant because it is a private art museum founded by Liu Yiqian and Wang Wei, prominent Chinese art collectors. Liu is known for his record-breaking $170 million purchase of Amedeo Modigliani's 'Nu couché' in 2015. The Maramotti family, Max Mara's owners, are also major contemporary art collectors with their own Collezione Maramotti in Italy. This convergence of fashion and art underscores the deepening ties between luxury brands and the art world, using museum spaces to elevate brand prestige and reach new audiences in China's booming luxury market.