Weekend Max Mara at Merci

Weekend Max Mara launches a unique partnership with Parisian concept store Merci. The launch marks a new stage for WMM, which is opening a dedicated, offbeat space in the Marais district.

Weekend Max Mara packs its bags, we say thank you

Nestled in a giant suitcase, this temporary installation by the Italian brand features a selection from the Autumn-Winter 2024-25 collection. The pop-up also features an exclusive capsule collection, including pieces such as bomber jackets, belted coats, sweatshirts and long-sleeved t-shirts. The pieces are flocked in the Merci colors and aesthetic, a reminder of this Italian-Parisian alliance.

An element of strategy

With this collaboration, the brand aims to extend its reach into the Paris market. This initiative is part of the brand’s strategy to develop its international network through 250 monobrand boutiques and numerous wholesale partners.

In addition to its core collection, WMM has created Signature mini-collections each season in collaboration with celebrities. Recent collaborations include actresses Lucy Hale(Pretty Little Liars), Ashley Park(Emily in Paris) and British stylist Kate Phelan.

Visitors will be able to discover this pop-up installed in Merci’s La Coupole space until November 10. WMM will then 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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