Max & Co. has always been at the forefront of fashion innovation, and their latest collaboration with renowned English designer Richard Quinn takes this legacy to an exciting new dimension. Quinn, who was honored with the Queen Elizabeth II Award for British Design in 2018, has joined forces with Max & Co. to create a capsule collection that is nothing short of a sartorial adventure.
The ‘MAi.’ collection is a vibrant blend of past and future, where the whimsical allure of 1960s sci-fi meets the sleek, cutting-edge aesthetics of artificial intelligence. Known for his award-winning designs and love for florals, Quinn brings his unique vision to Max & Co., resulting in a capsule collection that dares to be different.
When asked about the name of the collection, Quinn explained, “The title of the collection is a hybrid of MAX&Co. and Ai (Artificial Intelligence) – the idea is to blend MAX&Co. ‘s rich brand heritage with a futuristic vision.”
Revealing the inspiration behind the collection, he said, “I think people have always been fascinated by the future – it’s human nature to imagine what the unknown might look like. We’ve channelled this otherworldly, space-age aesthetic whilst adding our own Richard Quinn twist. The idea of Ai is quite enigmatic – it blurs the boundary between what is real and what is not. This kind of disembodied, intangible idea is something we wanted to convey in the collection – the wearer can be whoever they want to be.”
This collaboration is a psychedelic journey that fuses the nostalgic glamour of 1960s sci-fi with a bold, AI-driven dystopian twist. Quinn’s penchant for combining technology with high craftsmanship is evident in every piece. Imagine sumptuous crepe de chine dresses that pay homage to the grand French couture, but with a modern twist. Think long jackets and light coats that echo the futuristic vibes of the Space Age, yet feel incredibly contemporary.
The collection is a riot of color and texture, with bright hues playing against the starkness of black in a masterful display of color blocking. Geometric patterns and innovative materials dominate, with technical fabrics and patent leather providing a sleek, second-skin effect. Sequined embroidery adds a touch of opulence, while the iconic floral patterns reimagined by Quinn make each garment unmistakably his.
Quinn’s reinterpretation of Max & Co.’s style codes is both daring and delightful, inviting wearers to play with combinations and express their unique fashion sensibilities. From the tailored details to the innovative processing techniques, every element of the collection is designed to stand out and make a statement.
