The new Signature Collection of Weekend Max Mara in collaboration with stylist Gabriella Karefa-Johnson.
Weekend Max Mara and New-York-based stylist and editor, Gabriella Karefa-Johnson, unveil the new Signature Collection called Family Affair.
Developed for the Spring/Summer 2022 season, the name fully reflects Karefa-Johnson's inspiration - her family. The fashion director, in fact, makes no secret that her family is an eternal spring of inspiration for her. “I often say style is my inheritance. The playfulness and elegance of the way my family dressed and dresses. So, really, anything that I do which is aesthetically driven is a bit of a family
affair,” she says.
In that regard, Karefa-Johnson views the style of her closest relatives – grandparents, aunts, uncles, and siblings - as an endless archive to mine. Because, as she puts it, the collection is “about the individuality of spirit and how that is reflected in the way we dress.”
Her spark came from old albums, especially flipping through the pages from the Seventies, where the lively prints and strong silhouettes popped out, complemented by traces of the Forties and Fifties. This medley of decades led to a cross generational exploration, imagined for a diverse range of women connected by the universal thread of taste and style. Karefa-Johnson wanted every piece to be infused with a true sense of joy and fun, of ease and individuality. Her mantra in life, her style in fashion.
International supermodel Gigi Hadid stepped behind the camera to be the photographer of the Signature Collection campaign, capturing the camaraderie between a gaggle of girls with a series of portrait-style group shots.