Weekend Max Mara is launching a unique partnership with the Parisian concept store Merci. This launch marks a new stage for WMM, which opens a dedicated and offbeat space in the Marais.
Weekend Max Mara sets down her bags, we say thank you
Nestled in a giant suitcase, this temporary installation from the Italian brand showcases a selection from the Fall-Winter 2024-25 collection. The pop-up also features a collection capsule exclusive, including pieces such as bomber jackets, belted coats, sweatshirts and long-sleeved t-shirts. The pieces are flocked with the colors and aesthetic of Merci, a souvenir of this Italian-Parisian alliance.
An element of strategy
With this collaboration, the brand wishes to broaden its scope of action on the Parisian market. This initiative stems from a strategy of the brand, which is developing its international network through 250 mono-brand stores and numerous wholesale partners.
In addition to its main collection, WMM has created mini Signature collections each season in collaboration with personalities. Among the latest collaborations, we find the actresses Lucy Hale (Pretty Little Liars), Ashley Park (Emily in Paris) and the British stylist Kate Phelan.
Visitors will be able to discover this pop-up installed in the La Coupole de Merci space until November 10th. Then, WMM will move its installation to La Civette, an annex of Merci, for the rest of the year.
Max Mara Weekend at Merci, 111 boulevard Beaumarchais, 75003 Paris.
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