What kind of brand is Max Mara?
Luigi Maramotti: The DNA present in the origin of the company…is the vision my father had of democratization of fashion, which means to give a broader range of women access to creativity, to design. At the same time, we convey the value of quality. We have developed this over time. I perceive ourselves like scouts, like people that are in the front always looking for a new direction. Q: What do you think about “fast fashion,” which has taken off in recent years? A: I don’t judge them in a negative way. I think they are a good representation of the way we approach consumption of goods. But who’s going to finance creativity in the long run? We could say our society is so worried about creating profitability without really caring about the long-term vision. I’ll give an example. There are some people in Patagonia who are from the fashion business, but they sold their business and went into forest development. They’re saving a tree called Alerces, it’s like a huge sequoia, but it grows v
