Launched as an off-shoot of the main Max Mara collection, as its name suggests, Weekend Max Mara offered an authentic wardrobe of sophisticated, relaxed pieces and handsome outdoor wear for women seeking to look chic even in their free time.

Beyond fashion and seasons, this new and empowering approach to casual wear was immediately well-received by self-confident women, who were increasingly carving out a position for themselves in the evolving social and work scene.