MaxMara keeps abreast of market desires

MaxMara keeps abreast of market desires

By Agni Amorita

JAKARTA (JP): Italian branded boutique MaxMara takes an
accommodative approach toward international tastes, making its
collection a global item abroad.

For working attire, the firm has been implementing an American
standard -- one of its best selling collections called "west
coast" was inspired by a photomontage of Venice Beach in Los
Angeles. Its evening gowns are heavily influenced by their
European "glamorous" textures.

The company, established in 1951, was the first Italian
boutique to produce ready-to-wear. Founder Achille Moramotti
believes the firm should concentrate on how to balance haute
couture fabric usage for the mass market. The result was once
again proved last week in an afternoon fashion show presenting
the latest collection for spring/summer 2000, held at Grand Hyatt
Jakarta.

The accommodative approach for mostly conservative Jakarta
buyers was clearly underlined with the collection's gentle
fabrics, colors and fashion details. Even the boutique's
merchandiser picked a very light material and color -- an
overcoat as a "matching long jacket" for a three-piece working
suit. The decision was considered as a solution to those Western-
minded Jakartan working women who are inspired by New Yorker
always-in-coats businesswomen. Although Jakarta is so Hot (with a
capital H), the office, vehicle, including airplane, and the
places where they meet their colleagues -- could be a favorite
cafe -- always include a very cold air conditioner.

The director of show organizer Look Modeling Agency, Lulu
Dewayanti, said the fashion collection was selected in the
absence of a similar event, formerly shown at the Grand Hyatt's
Fountain Lounge, for about two years.

"We offer 32 pieces of their newest collections," she said.
The collection consists of two or three-piece working suits and
long evening dresses. Prices start from Rp 1.2 million per piece
for the working attire and about Rp 4.5 million for a evening
gown.

Unlike some other branded boutiques which are usually
considered "too complex" for local markets, the collection was
soft and very feminine -- thanks to its light materials that gave
the tailored suits the feeling of confidence and were far from
being provocative. They are also genuinely simple. These mixed
implementations are the keywords to their Indonesian buyers, who
are mostly conservative.

To match its local market, items in the collection are
cleverly decorated with Asian traditional details, such as
embroidery and sequins. In this case the sequins are made up to
date in its new look, namely with new tartan sequins.

The collection is also brilliant in its color combinations. It
sticks to safe colors such as natural hues, especially the
combination of the shades of pink pastel, green and purple. The
pale color dominations are important to give a "feminine"
impression -- still considered a crucial matter here because
Indonesia is dominated by old-fashioned working women who are
against a very masculine approach in their working attire -- and
expressed in a pastel color combination, like pale pink tank tops
with both white long skirts and boleros.

MaxMara only turns to black in the evening gowns. Black, the
most classic color and never wrong for formal occasions, was
shown in simple elegance of velvet material and a sexy appearance
from its spaghetti straps or curvy low necklines.

The silhouette is slim this spring-summer collection because
MaxMara's newest collection is dominated by subtle jackets, knee-
length straight skirts, tank tops, chemise dresses and semi-
pallazo trousers. The accessories for the collection are high and
narrow heels, large handbags and big sunglasses.