The new visual identity starts to move. Weekend Max Mara embraces the new season FW26 with new signs, new structures and a graphic language falling into place. The new logo is more solid and better balanced: more space, greater legibility, and stronger character. It is a mark that does not shout, but confidently expresses Weekend Max Mara identity, striking the perfect balance between Max Mara’s heritage and Weekend’s effortless attitude. Weekend’s new image is built around an updated palette, featuring Green as the key color, complemented by a new Sage shade. These colors reflect the essence of the Weekender: a woman who loves nature, embraces understated elegance, and chooses pieces that combine practicality with femininity. 'Feels new. Still Weekend!'
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Il rebranding più difficile non è quello che cambia tutto, è quello che cambia solo ciò che era fuori calibro, lasciando intatta l'anima. Un logo più solido, una palette che racconta una donna precisa: non è restyling, è messa a fuoco. Curiosa di vedere come questo nuovo linguaggio prenderà vita nei retail Max Mara Fashion Group