MAX&Co. Concept Fall/Winter 2009/10
Just Me. On stage & backstage. Eclecticism galore. Dedicated to all those young women who want to feel free to express their own personal style, playing a host of different roles on the grand stage and behind the scenes, depending on how they feel at the same time.
Just Me because the main and uncontested star is the own individual personality as mediated/media-ized through the still camera’s eye for the catalogue and advertising campaign photos, through the movie camera’s eye and by means of subtle references to art films.
Zoom in & out on the clothing and accessories, all the white aware of an overarching leitmotif: regardless of the location, one clearly makes out the individual personality of the woman who wears and loves MAX&Co.
A woman protagonist of the double cover, taking up both the front and back of the publication, in color and black & white, in a full-body shot and cropped, but always and incontestably “Herself”.
In order to illustrate the style of MAX&Co. and woman who embodies many other women it is necessary to dispense with the chaos of hyperbole and focus on the simplicity of the essential. In this way the character, contents and sound values of the collection’s looks emerge boldly.
Here we find an unorthodox location, distinguished by hardcore industrial elements, authentic textures and carefully selected props. An old warehouse located in Northeast London, a setting composed of giant windows, mirrors, wooden beams and metal objects, rough, worn walls with colors and textures that set off, by references and contrast, the outfits in the collection.
Inspired by a tried-and-proven technique of the cinema and theater, among brick walls and windows onto the world, the backdrops are an ideal background for the key images from the advertising campaign.
The engaging rhythm in the sequences of photos is set by the well-balanced alternation between the use of color and black & white, raw-edged images and ones enclosed in stark white frames. Photography filters reality through the eyes of the photographer/director.
MAX&Co. drew its inspiration freely from Michelangelo Antonioni’s cult film, Blow Up set in the Swinging London of 1966, that every film buff soaks by all means. The role of Vanessa Redgrave has been taken over by Jessica Miller, a top American model who walked the most important international catwalks and has been featured on the covers of the most exclusive fashion magazines in the world, such as Vogue, Marie Claire, l’Officiel, Numero, Harper’s Bazaar, Nylon, Surface and i-D.
Jessica’s own personal style, together with her hypnotic gaze and absolute mastery of stagecraft capture with grace and incisive stle the eclectic nature of MAX&Co. collection.
Emma Summerton, author of numerous cover shots and features published in the principal editions of Vogue and i-D, collaborates for the second time with MAX&CO. and once again demonstrates her great versatility when it comes to interpreting and illustrating a collection.
The handy shopping guide constitutes an indispensable tool for all the young ladies crazy about MAX&Co. This season it is organized by two sections, “extra tips for perfect style mix” and “look book &reference photos”, featuring all the key items in the fall-winter collection for 2009/10, in great still-life and worn shots.
And when it comes to the accessories, in addition to the traditional macro-images from the catalogue and advertising campaign, for the first time group shots are being utilized, images that capture the very essence, the fun mix & match character of the collection. Focus on Pop MAX&Co. re-edition 2009-1966, a comeback collection connecting the profound affinity between an authoritative past and vital/energetic present: archival cult- pieces brought back to relive a second adventure.
MAX&Co is available in Malaysia at Pavilion Kuala Lumpur.
To feature this collection in your publication, request a press kit at BRANDTHINK Malaysia at +60-3-22872255.
