Shanghai's ever bustling fashion scene had been unusually quiet until Italian luxury fashion house Max Mara and its sister brand Sportmax held a gala fashion show recently at the Garden Lane Creative Park, one of the newest centers in the city's Hongkou District.

Chinese top models Mo Wandan and Huang Xiaomeng, together with 20 other models from home and abroad, displayed the two brands' autumn/winter 2009 collections.

As Style.com points out, Max Mara is one of the few fashion brands with its fall/winter 2009 collections not affected by the biggest "back to the 1980s" trends. Instead, they are making a concerted effort to return to the brand's roots -- the coats, and the style of "subtle luxury."

Beautifully tailored coats in exquisite fabrics like cashmere, alpaca and camelhair, in the classic hues of camel, red and navy blue, prevailed on the runway.

The more generous proportions and the kimono sleeves, the long, slim silhouette, the layering and the contrasting volumes reveal a new concept of style that is a balance between tradition and evolution. Specific attention is paid to the neck as there were many pieces, from trench coats to dresses, featuring a high neck design.

The Sportmax collection is more young and chic with a focus on the shoulders for suits and coats. Knee-length, slim fit trousers with couture pockets, fur coats, wrap-it-all jumpsuits and bandage dresses inspired by the Hollywood style are highlights of the collection.

Last month, Max Mara relaunched its flagship store at Shanghai Citic Square with a two-story shop of more than 360 square meters. It is the first Max Mara boutique in Asia with the same design concept of the Milan flagship store.

Luca Uras, company director in China, said it has experienced continuing growth despite the economic crisis. "Our clothes are designed for real women, not just for top models. And we offer more affordable luxury products compared with those from other high-end fashion houses."

(Shanghai Daily August 10, 2009)