Weekend Max Mara teams with hotel chief Sciò for spring 2027

The boss of a Tuscan seaside hotel has designed clothes for Weekend Max Mara.

Marie-Louise Sciò, chief executive officer and creative director of Hotel Il Pellicano on Tuscany's Argentario coast, created the brand's spring 2027 collection. The line debuted on Wednesday during Milan Fashion Week, one of the four main ready-to-wear showcases alongside New York, London and Paris. WWD

The clothes will reach shops in March. That timing fits the usual rhythm, with spring ranges arriving early in the year they are named for.

The campaign was shot at La Posta Vecchia, described as Il Pellicano's brother hotel. The choice keeps the story close to Sciò's day job. Both hotels sit within the small group she leads.

The tie-up belongs to Weekend Max Mara's Signature Capsule project. Each season, the project asks a designer or other creative to rework the house codes. Sciò is the latest guest name.

Sciò trained as an architect. She graduated from the Rhode Island School of Design and started her career in New York before moving back to Italy.

She joined Il Pellicano in 2005 to lead the restoration of its rooms. She became chief executive of the hospitality group in 2015. She now oversees Hotel Il Pellicano, La Posta Vecchia and Mezzatorre Hotel & Thermal Spa.

Il Pellicano is part of Sciò's family's hotel group. WWD

What makes this stand out is the crossing of jobs. Fashion labels often invite architects, artists or filmmakers for one-off capsules. Here the guest designer runs hotels for a living.

For shoppers, this means holiday-dressing ideas from someone who thinks about rooms, light and views. For the brand, it links a spring wardrobe to a specific place on the Italian coast.

Parent house Max Mara has been marking its own milestone. It staged its Resort 2027 show, a between-seasons range shown outside the main calendar, at Shanghai's Long Museum to celebrate its 75th anniversary. Max Mara