Max Mara Fashion Group meets the students

Maria Giulia Prezioso Maramotti traced her trajectory within Max Mara, emphasising the importance of direct retail experience in shaping her strategic vision. Having worked in France and the United States before returning to Italy in 2019, she now oversees the Max Mara Fashion Group’s brands, managing marketing, merchandising, and retail operations.

Discussing consumer behavior, she highlighted the differences between Europe and the U.S. European customers prioritise heritage and product quality, while American consumers are more brand-perception driven and digital-focused. In today’s retail climate, she underscored the necessity of a strong brand identity and personalised customer engagement.

In response to current global challenges, Max Mara prioritises craftsmanship, quality materials, and long-term customer relationships. The brand remains committed to authenticity and its heritage while streamlining its collections to maintain creative integrity.

Max Mara fashion Group’s Brand frequently collaborates with designers and stylists, a practice rooted in its history of repurposing past collections. Maria Giulia Prezioso Maramotti cautioned against over-reliance on social media for creative inspiration, arguing that excessive exposure to repetitive references stifles originality. True creativity, she asserted, emerges from historical study and deep industry knowledge.

Reflecting on the industry’s increasing focus on spectacle, Maria Giulia Prezioso Maramotti questioned the long-term viability of the current event-driven model. She noted that resort collections, once rare, have become an industry standard, and couture shows—formerly exclusive, client-focused presentations—are now mass-media spectacles competing for attention in an oversaturated market.

“Fashion shows are no longer just about presenting collections; they are now part of the broader media cycle, dominated by celebrities and influencers,” she observed. This relentless pace, she argued, risks depleting creative energy, as designers are expected to produce multiple collections per year under constant scrutiny.

Maria Giulia Prezioso Maramotti pointed to increasing market polarisation, where a handful of major players dominate the industry. Today, 80% of fashion’s annual profits—spanning both luxury and sportswear—are generated by just ten companies. However, she noted that independent, family-owned businesses like Max Mara maintain an advantage by avoiding the short-term pressures faced by publicly traded firms.

“Success in fashion isn’t solely about financial power; it’s also about values, storytelling, and community engagement,” she stated, emphasising that independent brands still have room to thrive.

While acknowledging the difficulties young designers face in securing investment, she noted that alternative fashion hubs, such as Copenhagen, are fostering fresh talent. She highlighted brands like Fear of God and Japan’s Auralee as examples of those blending tailoring with innovation. However, she expressed concern over the industry’s lack of visibility for true creativity.

Maria Giulia Prezioso Maramotti reaffirmed Max Mara’s long-standing approach of prioritising brand heritage over star designers, contrasting it with the industry’s frequent leadership changes. “When designers constantly move between houses, creativity risks becoming repetitive rather than evolutionary,” she remarked.

As the industry grapples with these transformations, Maria Giulia Prezioso Maramotti emphasised the need for brands to strike a balance between strong creative direction and sound business strategy, ensuring longevity in an increasingly volatile market.

As the talk wrapped up, Maria Giulia Prezioso Maramotti and her team looked ahead to upcoming collaborations and educational initiatives aimed at fostering new talent such as the workshop starting in February 2025 they will lead at Domus Academy, involving students from the Master in Fashion Design.