The Cube



The Spring Summer 2019 Collection

Max Mara The Cube, concentrates on the research of innovation that has always characterised Max Mara Group, blending a cutting-edge spirit with the easy living approach of contemporary apparel to shape an innovative idea in terms not only of design but also of craftsmanship and technique.

Celebrating The Cube’s 10th Anniversary Max Mara, asked a group of photographers to give their interpretation of what The Cube represents. Last season we saw photographers, Hellen Van Meene, Max Farago, and Rinko Kawauchi. For the SS’19 Collection, photographers Koto Bolofo and Erik Madigan Heck, translated and interpreted their own vision of life cubed.

For this season, American photographer Erik Madigan Heck shot The Cube in all it’s colorful glory. He explains how he quickly developed a painterly approach to photography, becoming known for his dreamlike imagery that is deeply rooted in color theory.

Focused on the down jacket, the iconic project Max Mara The Cube is an integrated system of outerwear and accessories born in 2008. Exclusive fabrics created specifically for the project, individual components with outstanding characteristics, innovative design solutions; reversible and modular, with a range of accessories.

Max Mara The Cube is luxurious, functional,practical and unique, with a clear, precise identity underlined by the unmistakable packaging: the famous “Cube”.

South African born photographer Koto Bolofo, was also commissioned by Max Mara to help translate the essence of The Cube.

Having been a prominent fashion photographer for more than three decades and known for his graphic, black and white work,Koto finds a reminiscent spirit in this project.