Max&Co has had an in-depth makeover. Bright colors, like the red featured in the new logo of the contemporary line by Max Mara have been added. A coral red is now found in the background of the logo’s lettering in black capitals, adding a burst of energy to Max&Co.'s packaging and labels.
Max&Co has also refreshed its style and introduced a new store concept. The brand was launched as a retail label in 1986, at a time of great dynamism and change. Its market positioning is more democratic and contemporary than that of its main brand Max Mara. The idea was to create a style suitable for contemporary women, featuring functional, everyday clothes that are easy to wear. From this starting point, the label has a clearer direction, putting more emphasis on product quality.
The collection has been streamlined, concentrating on Max&Co’s key items like tops and coats, aiming for a very specific look. The line targets women of any age and provenance, and its style is now closer to the latest fashion trends. For example, it includes a series of uber-comfortable sneaker-socks in dazzling colors like fluorescent green, pink and red. The classic woolen coat, a signature Max&Co item, is now available in different models.
