Elle Collective x Max Mara

Last month, I had the pleasure of attending an ELLE COLLECTIVE event with Max Mara at their flagship store on Bond Street. Throughout the evening, we celebrated the role of fashion as a symbol of power, with a focus on the brand's iconic coats and tailoring. Guests gathered to discuss the intersection of women, fashion, and soft power, led by Elle's editor-in-chief Kenya Hunt and fashion features director Tamsin O'Connor.

Elle's Editor in Chief, Kenya Hunt and Fashion Feature's Director, Tamsin O'Connor

The conversation highlighted how fashion has historically been used to signify power, from Empress Eugénie to the Suffragettes and the Black Power movement, emphasizing how visual cues like clothing and accessories carry a deeper meaning. Hunt and O'Connor discussed the importance of fashion in today’s world, where visual imagery—especially on platforms like Instagram—dominates how people present themselves. Fashion, they noted, is a powerful tool for expressing identity and agency, particularly in a world where much of our lives are tailored to our individual tastes via algorithms. The return to tailoring, with sharp suits and sleek wool coats, was seen as reflective of a broader shift back to professional environments, symbolizing empowerment and a desire to impress.

The event also explored the balance between creative and commercial aspects of fashion, with emphasis on fostering connections outside digital spaces and understanding the value of physical interactions. This balance is essential for creativity to thrive while still addressing commercial needs, particularly in a time where fashion serves as a platform for broader societal change. The night ended with some mingling before taking home a token Max Mara bag, very excited for the next event.