20/20: What special assets and promotions will Marcolin use to promote the new Max Mara collection?
Alessandro Beccarini: We are really interested in establishing a lasting partnership with our new Max Mara doors. In addition to Marcolin’s commercial programs, Marcolin U.S. is offering a welcome gift to early customers to the brand, while supplies last. Interested accounts can contact their Marcolin ambassador for qualifications. Moreover, on April 21 we launched on a global scale LOOK!, the digital campaign starring international emerging talents for the launch of the first Max Mara eyewear collection by Marcolin. The LOOK! concept underlines the iconic nature of eyewear and the power of daily gestures, which become a universal and cross-cultural communication code across Europe, the U.S. and Asia. The project revolves around the videos and images shot by the many emerging talents involved, who interpret this message, each in their own way, highlighting the importance of eyewear as a must-have accessory.
What are some design details from the collection that can be found on other Max Mara
apparel and accessories?
Max Mara draws inspiration from strong women everywhere, and the collection exudes a surprising balance between femininity and confident and carefully refined design. The accurate positioning of the logo, a signature of the house’s leather goods, is reflected in the glasses with laser-engraved logos on the lens and temples. Additionally, the signature “M” belonging to the #MaxMaragram ready-to-wear collection, appears on several prominent styles, used as a rich metal insert on the temples.
What are some characteristics that set the Max Mara eyewear collection apart from other
fashion and designer brands?
Max Mara is a brand poised between tradition and innovation, the same values that characterize Marcolin. With Marcolin celebrating 60 years of business and Max Mara celebrating 70 years, the launch of this collection is the result of decades of craftsmanship, attention to quality and style innovation. Designed for women of all lifestyles and all ages, these glasses complement the natural confidence and glamor of the woman who wears them.