Ten years ago, Max Mara debuted the Whitney Bag, an artful fusion of Italian craftsmanship and architectural inspiration, created in collaboration with the Renzo Piano Building Workshop to mark the opening of the new Whitney Museum in Manhattan. Originally a limited edition, the bag quickly rose to cult status with its distinctive ribbed design mirroring the museum’s façade.
Now, to celebrate the bag’s 10th anniversary, Max Mara is reigniting the partnership with a global celebration. The festivities kick off in Milan during Salone del Mobile with an eye-catching window takeover at the brand’s flagship store. A special edition of 125 aluminium-hued Whitney Bags will be released, alongside thirteen new colors and six sizes, including a bold new five-ribbed design.
From May, flagship stores in cities like New York, Paris, Tokyo, and Dubai will unveil dedicated displays and host exclusive events. The celebration culminates in New York on May 20 with the prestigious Whitney Gala.
With surrealist-inspired installations and a message to “Make it yours,” the Whitney Bag continues to evolve, honoring its legacy while embracing modernity. A decade on, it remains more than just a bag, it’s a symbol of style, story, and self-expression.
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