Max Mara announces Shanghai as host city for Resort 2027 show.

Max Mara has announced that its Resort 2027 show will be held in Shanghai, China. The Italian luxury fashion house confirmed that the show is scheduled for Tuesday, June 16, 2026. This choice continues the brand’s tradition of selecting "exotic destinations" for its resort collections, following a series of shows in significant European locations.

The previous year's event, the Resort 2026 show, took place at the Royal Palace of Caserta near Naples, a location often referred to as the Versailles of Italy. Prior to the show, the 300 guests were served prosecco, providing an opportunity to admire the palace's magnificent one-kilometer-long series of cascades and five monumental fountains designed by architect Luigi Vanvitelli.

For the Caserta show, UK-born designer Ian Griffiths presented a collection he termed "pragmatic feminism." The collection drew inspiration from Italian cinema icons like Sophia Loren and Silvana Mangano. The high-profile event attracted numerous celebrities, including Sharon Stone, Gwyneth Paltrow, Joey King, and Alexa Chung.

This upcoming Shanghai show follows a history of Max Mara selecting historically rich and striking locations. The Resort 2025 show, for instance, was held at the Palazzo Ducale in Venice. Other past resort collections have been unveiled in various cities across Europe, including Stockholm, Berlin, and Lisbon. While the specific venue for the Shanghai show has yet to be disclosed, it will join other major collections as part of the spring fashion season.

Max Mara's resort show typically culminates a series of major collections presented each spring by prominent European brands. For next year's season, other major houses are also selecting international destinations; Louis Vuitton and Dior are both scheduled to stage their cruise shows in the US, in New York and Los Angeles respectively.