At Max Mara on Bond St. recently the creative guys have become ever more increasingly minimal. I am really enjoying the simplicity of what these guys are doing as it illustrates such incredible strength and confidence in this - dare I say it - brand. One simple piece of merchandise has been dressed on a bust form next to an image of the merchandise printed and placed on to a light box. Surrounding it are packages (of stuff?) impeccably wrapped and strategically placed. What more could we possibly need? (apart from maybe being offered one to open of course, but that ain't gonna happen, is it?)
