Max Mara has called off its planned cruise catwalk show, scheduled for May 25 in Saint Petersburg, in the latest cancellation of a resort runway show by a major fashion house. The fashion house, based in Reggio Emilia, acted after Italy went into lockdown on the whole peninsula because of the coronavirus pandemic. Max Mara took the decision as a logical precautionary move, the house stressed. Max Mara joins a list of major Italian fashion marques that have called off cruise shows scheduled for this spring: Gucci and Versace in the United States; Prada in Japan and Giorgio Armani in Dubai. For the past several years, the top 10 fashion brands have staged major cruise runway shows in exotic locations, designed to capture major mainstream and social media coverage whilst burnishing each house’s creative reputation. Last year, Max Mara made its entry within said top 10 group with a critically acclaimed show in Berlin in May.
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