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The Guardian - UK
The Guardian - UK
Lifestyle
Jess Cartner-Morley in Shanghai

From camel coats to guochao: Max Mara woos China’s luxury brand consumers

Three looks from the Max Mara runway
Max Mara has come to symbolise social status and professional success in the minds of Chinese women. Composite: Getty Images

“New York may be the city that never sleeps, but Shanghai doesn’t even sit down.” For the British designer Ian Griffiths, who encountered this line in the New Yorker, it summed up why China’s biggest city was the right place to celebrate Max Mara’s 75th anniversary.

“Max Mara is a product for metropolitan women, and it would be patronising to assume that a metropolitan wardrobe should be western-centric,” Griffiths said.

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