Looking To Los Angeles For Inspiration, Relaxed Tailoring, Hothouse Florals And A Fresh Take On The Athleisure Trend Headline The New Collection. Olivia Palermo Returns To Front The New Campaign.

Dubai, UAE, January 22, 2017:   This season MAX&Co. looks to the easy, relaxed style of California with a Spring/Summer 2017 collection that takes inspiration from the different aspects of the quintessential LA girl’s look. Languid silhouettes, lightweight fabrics and sunny shades capture the laidback west coast attitude, while tailored elements introduce a polished Italian overtone.  A bright and breezy mood is captured by the season’s colour palette – sky blue, inky navy and jolts of metallic reinvigorating sandy neutrals, and sun-scorched white.

MAX&Co.’s International Style Ambassador, the eternally stylish Olivia Palermo, encapsulates the effortless elegance of the collection and fronts the advertising campaign for the fifth season.

THE COLLECTION’S TRENDS IN FOCUS

In Bloom

Prints are bold and vibrant; hothouse florals burst into full bloom on A-line skirts and shift dresses, and graphic polka dots enliven an easy shirt-dress and hooded coat. These blossoms also spill onto the new Miss Juno Flower collection, which comes decorated with appliqué flowers while the tassel detailing found on bags, scarves and necklaces is a subtle nod to the bohemian.
      
Softwear 

Ease is at the core of Spring/Summer 2017 as the athleisure trend gains momentum this season. Fluid jersey basics come in unexpected, asymmetric cuts, while a muted palette of black and greys keeps the casual separates chic. 

She’s a Star 
         
The glamorous rock-n-roll spirit of Hollywood nights comes into the spotlight this season. A recurring star motif – reminiscent of the Walk of Fame – appears on knitwear. Decadent but a bit preppy, metallics elevate classic shapes from simple to statement; high-shine plissé maxis, slouchy lurex knits, and leather A-line minis are designed to be worn for day and night, exemplifying the versatility that runs throughout the collection. 

City Flow/Easy Days 

That laidback polish continues throughout the collection. Cool shirt dresses; waist tie trousers and oversized, lightweight trenches are the definition of effortless elegance. A raw-edged knit cardigan is thrown over a short, silk dress. Even pinstripe suiting is this season cut from ultra-soft jersey or linen, which gives slouchy trousers and long-line blazers a comfortable new attitude. Wear with silk camisoles for the office and simple T-shirts for off-duty. 

Occasion Dressing 

A series of diaphanous, floor-sweeping maxis – in lush, sunny colours like tangerine and cornflower or a romantic floral print – lend the haute hippy allure into evening. Relaxed and simple silhouettes are key; soft tailoring, loose trousers, floor sweeping maxis and blouses that fall gently off the shoulders shift gears easily between work and play, day and night. 

Cali Sun 

Give the boardroom a bohemian spin with the urban city girl’s take on a free-spirited aesthetic. A mix and match approach keeps it modern: romantic, off-the-shoulder and peasant blouses are teamed with distressed denim. White lace and crochet dresses – short, T-shirt style or maxi – are an indispensible addition to warm weather wardrobes. 

Pure Linen 

For high summer, linen pieces have a hint of’70s style gypset glamour. A kaftan translates easily from beach to bar, while a neat little short suit again proves that tailoring can be a brilliant off duty option. Silhouettes are loose but defined with thoughtful details such as gentle peplums. Colours are light but subdued as if bleached by the sun, and graphic stripes keep the look contemporary.