Max Mara Fashion Group Launches M-M For Mondays and More, Its 11th Brand
Max Mara Fashion Group has introduced a new label, M-M For Mondays and More, its 11th brand. The line is built around an everyday wardrobe, the clothes people wear for ordinary days rather than special occasions, WWD reported.
The group already runs Weekend Max Mara, Max & Co., iBlues, Marella, Emme, Marina Rinaldi and Persona by Marina Rinaldi, among others. Its website says it operates in 105 countries through 27 companies, employs people who speak 38 languages, and runs more than 2,700 stores that sell only its own brands. It reports annual turnover of more than 1.9 billion euros. The Max Mara name dates from 1951.
The new brand's design team works in-house. According to the launch report, the label rests on three ideas: minimalism, meaning plain and uncluttered shapes; movement, meaning clothes that allow the body to move freely; and modularity, meaning pieces designed to be combined in different ways. The focus is on clean silhouettes, the outline a garment makes on the body, along with a comfortable fit and versatility.
The collection centres on jersey, a soft knitted fabric, and knitwear. It spans six core categories, from sweatshirts and tops to dresses and trousers. Prices run from 160 euros for shirts to 400 euros for outerwear, meaning coats and jackets.
The label has secured distribution in more than 50 countries across Europe, Asia and the Americas. It is sold through its own online store, through online retailers, and through selected multibrand shops, which stock several labels at once. Department stores named in the report include Rinascente, Harrods, Breuninger and Harvey Nichols.
The brand is also building a presence on social media. It has dedicated accounts on Instagram, Facebook, TikTok and Pinterest, and it publishes a newsletter on Substack. Two recurring columns, "Making of" and "Monday Manual," appear twice a month on Mondays. The name refers to that weekly rhythm.
For a shopper, the practical points are the price range, the six product types and the retailers that carry the line. For the wider industry, the launch adds one more label to a group that already spans several price levels and styles. The report did not give sales targets or a timetable for expansion beyond the current distribution.
