Max Mara is celebrating its 75th anniversary with a pop-up store at Shinsegae Department Store Gangnam. Alongside its iconic coats and tailoring legacy that dates back to 1951, the brand unveiled 'Max Mara Le Parfum,' a fragrance that translates the coat concept into scent, for the very first time. Actresses Shin Hye-sun, Yoona, and Won Ji-an appeared at the event, stepping in front of the cameras. Click, click. The 75th birthday is making quite a bit of noise.
Max Mara Le Parfum is what the brand calls an 'invisible coat.' The concept is to recreate the confidence and comfort of wearing a coat through fragrance. It's an attempt to translate 75 years of tailoring philosophy into an olfactory experience. This pop-up marks its first public debut, giving visitors a chance to encounter it in person.
The pop-up space is designed to present Max Mara's history in three dimensions. Signature coats spanning from 1951 to the present line the walls, with red curved sculptures and teddy bear installations positioned in front. Shin Hye-sun wore a beige double-breasted coat, Yoona a camel-toned shearling jacket. Won Ji-an pulled her hair back and kept to a calm beige palette.
The pop-up runs through October 25. It's a 75th-anniversary moment shaped by coats, fragrance, and three leading actresses. A place where visible coats and an invisible coat meet. Which one would you want to experience first?
Max Mara Le Parfum is what the brand calls an 'invisible coat.' The concept is to recreate the confidence and comfort of wearing a coat through fragrance. It's an attempt to translate 75 years of tailoring philosophy into an olfactory experience. This pop-up marks its first public debut, giving visitors a chance to encounter it in person.
The pop-up space is designed to present Max Mara's history in three dimensions. Signature coats spanning from 1951 to the present line the walls, with red curved sculptures and teddy bear installations positioned in front. Shin Hye-sun wore a beige double-breasted coat, Yoona a camel-toned shearling jacket. Won Ji-an pulled her hair back and kept to a calm beige palette.
The pop-up runs through October 25. It's a 75th-anniversary moment shaped by coats, fragrance, and three leading actresses. A place where visible coats and an invisible coat meet. Which one would you want to experience first?
FAQ
Where was Max Mara Le Parfum first unveiled?
Max Mara Le Parfum debuted at the Max Mara 75th anniversary pop-up at Shinsegae Department Store Gangnam. Running through October 25, the pop-up showcases the fragrance alongside signature coats dating back to 1951.
Which actors attended the Max Mara 75th anniversary pop-up?
Shin Hye-sun, Lim Yoona, and Won Ji-an attended the Max Mara 75th anniversary pop-up. Shin Hye-sun wore a beige double coat, Lim Yoona styled a camel shearling jacket, and Won Ji-an created a subdued mood in beige tones.
What is the concept behind Max Mara Le Parfum?
Max Mara Le Parfum embodies the concept of an 'invisible coat.' It translates the confidence and comfort felt when wearing a coat into olfactory form, channeling 75 years of Max Mara's tailoring philosophy into a sensory experience.
