MAX&Co. joins forces with the celebrated English designer Richard Quinn, founder of his namesake line and recipient of the 2018 Queen Elizabeth II Award for British Design. Known for his visionary blend of technology, fine craftsmanship, and classic references, Quinn reimagines the future of fashion through a psychedelic lens, rooted in nostalgia yet driven forward with daring innovation.
Enter &Co.llaboration – MAi., an audacious experiment in style that melds the glamour of retro 60s sci-fi with a dystopian, AI-driven aesthetic. We interviewed Quinn to uncover the inspiration behind this collection, which traverses time and space with iconic floral patterns and geometric designs across luxurious silhouettes. With pieces crafted from sumptuous crepe de chine, striking color-blocking, technical fabrics, and bold patent leather, this capsule is a journey from the past into a high-fashion future.
YOUR COLLECTION IS DESCRIBED AS A “PSYCHEDELIC EXPLORATION.” CAN YOU SHARE ONE SPECIFIC MOMENT OR EXPERIENCE THAT INSPIRED THE BOLD VISUALS IN THIS COLLABORATION?
I think people have always been fascinated by the future – it’s human nature to imagine what the unknown might look like. The collection references the futuristic fashion of the 60s and 70s, viewing this aesthetic through the lens of modern technology. It’s interesting
to compare those past projections with the reality that we live in now – nobody can imagine
what the future will look like. In the collection, we have combined graphic prints and
heritage shapes with modern fabrications, to create something that exists in its own time
zone.I think it’s interesting to compare past projections with the reality that we live in now,
as nobody can really imagine what the future will look like. I believe 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 so the
wearer can be whoever they want to be.
YOUR COLLECTION IS DESCRIBED AS A “PSYCHEDELIC EXPLORATION.” CAN YOU SHARE ONE SPECIFIC MOMENT OR EXPERIENCE THAT INSPIRED THE BOLD VISUALS IN THIS COLLABORATION?
I believe 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 so the wearer can be whoever they want to be.
The campaign imagery was created using AI techniques – this enabled the campaign
imagery to incorporate the futuristic elements to the collection & transport the pieces in
various futuristic landscapes.
THE GLAMOR OF 60S SCI-FI FILMS PLAYS A SIGNIFICANT ROLE IN THIS COLLECTION. IF YOU COULD DRESS ANY CHARACTER FROM THAT ERA, WHO WOULD IT BE AND WHY?
It would be an honor to dress Jean Shrimpton or Twiggy. They were iconic within
the 1960s era & they truly embodied the glamour of the time.
BALANCING HIGH CRAFTSMANSHIP WITH CUTTING-EDGE TECHNOLOGY IS NO EASY FEAT.
CAN YOU TELL US ABOUT A PARTICULAR TECHNIQUE OR TECHNOLOGY YOU USED IN THIS
COLLECTION THAT YOU’RE ESPECIALLY EXCITED ABOUT?
This is the first time we have used AI within campaign imagery. It was a great
learning experience to reimagine each piece of clothing on various characters &
landscapes that we created. It is always interesting to bring an element of fantasy
to a collection & the collection refers to a retro time. To transport the customer and
utilize technology to add a newness or futuristic element was very exciting,
ensuring we are always looking forward.
IF YOU HAD TO DESCRIBE THE “FUTURE OF FASHION” IN THREE WORDS, WHAT WOULD THEY
BE, AND HOW DO THEY RELATE TO YOUR VISION FOR THIS COLLABORATION?
Ethical, aspirational, fun.
The quality within the manufacturing techniques & the finish of garments are a
priority for customers, and practices continue to evolve with time which is positive
for the future of fashion.
The world is so well connected now with news channels, social media, imagery &
any distributed content – fashion will need to remain aspirational & fun for
consumers to engage with newness & fashion being presented to them. This has
been at the center of this collaboration – when colliding the MAX&Co. world with
the Richard Quinn world.
HOW DOES THIS COLLECTION REFLECT YOUR PERSONAL STYLE?
MAX&Co. &Co.llaboration series are unique as they combine the aesthetic of the designer
or the talent involved, with the MAX&Co. ‘s DNA, and also the MAX&Co. customer in mind.
We traveled to Reggio Emilia (Italy), to visit the Brand’s archive, a few times to work directly
with the team there. The fabrications were developed and manufactured there – it was a
great experience to see this come to life first hand. The Richard Quinn main line creates a
world with avant garde pieces within them – it was a nice experience to work solely on the
RTW capsule collection and incorporate Richard Quinn aspects within each piece, whilst
maintaining true to the MAX&Co. customer and DNA.
We worked collaboratively with the team in Italy, visiting their archive and offices regularly.
It was a great experience for all involved. The archive inspired lots of pieces as it was rich in
history and fabrications. It was a wonderful challenge to create the perfect blend between
the two brands whilst adding a fresh touch to the collection
As I said, MAX&Co. &Co.llaboration collections combine the true Richard Quinn aesthetic –
bold florals – with the MAX&Co. archive, and also the MAX&Co. customer in mind.
I think that florals are so versatile, there are endless ways in which they can be made fresh
and exciting. Every era has its own floral style, and I’ve always been hugely inspired by how
much these vary through time – there’s a floral for everyone.
ARE THERE PIECES THAT YOU CAN’T WAIT TO WEAR YOURSELF?
The team have loved working on this collaboration – all wanting different pieces that suit
their individual personalities.
The two pieces & yellow rose kaftan have both been popular.
