In Italy everyday is a good excuse to dress well

Years ago, Italian fashion label Max Mara launched a magazine campaign with a tagline something like ‘every morning is a reason to dress well’.  The copy sat below a big black and white photo of a lady in the street in sunglasses and a beautiful coat and I’ve never forgotten it.  The slogan captured the ethos of the Max Mara brand to perfection.

But it did more.  It tapped into the grand Italian talent for the every day.  A talent for outfoxing the seasons, for living the small celebrations as passionately as the big ones, for being ready for whatever or whoever the day might bring.  And I love that.

On the street...Marabella, Piazza della Signoria, Firenze

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