Max Mara’s brand message shines in ‘Prima Facie’

Overview Max Mara has partnered with the Chinese adaptation of Prima Facie (初步证据), a powerful one-woman play by Australian playwright Suzie Miller. Directed by Zhou Ke (周可) and featuring renowned Chinese actress Zhilei Xin (辛芷蕾), the production centers on Tessa, a lawyer specializing in defending men accused of sexual assault. Through Tessa’s journey, the play delves into the challenging themes of gender, justice, and personal reckoning. As the exclusive wardrobe partner for Prima Facie, Max Mara’s carefully curated costumes serve as an extension of Tessa’s transformation, aligning with the brand’s commitment to women’s empowerment. Each wardrobe choice not only mirrors Tessa’s internal evolution but also reflects the complexity of her experiences. From tailored suits that project confidence in the courtroom to softer silhouettes that capture her vulnerability, Max Mara’s designs illuminate Tessa’s multifaceted character. Netizens’ reaction The Chinese adaptation of Prima Facie has rapidly gained recognition, sparking online discussions on female empowerment since its debut in June last year. Hashtags like “Zhilei Xin Prima Facie” on Weibo and “Play Prima Facie” on Xiaohongshu have drawn nearly 4 million and 1.8 million views, respectively. Xin’s Max Mara-styled appearances resonate with audiences, underscoring her character’s profound journey while also enhancing the visual storytelling. Demand for the show has been so high that tickets for recent performances in Beijing, Hangzhou, Suzhou, and Shanghai sold out within moments. Verdict Max Mara has long positioned itself as a champion of women’s voices and growth. In recent years, the Italian fashion house has strengthened its ties with Chinese audiences by dressing prominent female characters in popular TV series like The Ideal City (理想之城) and hit films such as All About My Mother (关于我母亲的一切). These partnerships have helped Max Mara cultivate a content-commerce strategy that resonates powerfully with Chinese women. Theatrical performances, compared to on-screen productions, offer a heightened sense of immersion that shapes audience perceptions and magnifies the impact of fashion collaborations. Valentino, for instance, served as the exclusive fashion partner for Sleep No More Shanghai, debuting its first immersive theater production, The Box, in April 2023. With Prima Facie, Max Mara extends its storytelling, inviting viewers to connect with a narrative that is as timely as it is universal. This collaboration is more than just a wardrobe partnership; it’s a statement on resilience and empowerment. Max Mara’s investment in narratives that inspire and uplift solidifies its role not only as a luxury fashion brand but as an advocate for women’s stories in China and beyond.

Max Mara’s brand message shines in ‘Prima Facie’

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Published October 26, 2024

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Max Mara’s brand message shines in ‘Prima Facie’