As part of our exclusive launch with Weekend Max Mara, we spoke to the team about their new Signature Collection, Trophy Day. We discuss the brand’s collaboration with Richard Saja and unveil the 10-piece collection.
As part of our exclusive launch with Weekend Max Mara, we spoke to the team about their new Signature Collection, _Trophy Day_. Here, we talk to the brand about their collaboration with reputed artist Richard Saja, the inspiration behind the elegant designs and unveil the 10-piece collection.
###### You are renowned for your Signature Collections in collaboration with creatives in the fashion industry. Tell us about the inspiration behind these collections...
We decide to collaborate with artists and creative people such as Micol Sabbadini and Richard Saja because they provide the perfect opportunity to evolve and experiment. In fact, this kind of collaboration encourages a change in perspective, a circulation of ideas, and the discovery of a different aesthetic. With these signature collections we have the chance to test new printing techniques, materials and production processes that later have been fully implemented in the Weekend Max Mara collection.
###### What was your starting point for creating the _Trophy Day_ collection?
It all began when we came in contact with Richard Saja’s work. We immediately thought that his intricate embroidery would be perfect for our collection. When we presented our fabrics and sketches he was very enthusiastic at the idea to work with us – and so the collaboration was established.
###### When you start planning a new Signature Collection, do you have a particular woman in mind?
Of course, much of our work revolves around what we think is the typical Weekend Max Mara woman. With these signature collections, our priority is to give our customers a product that is unique and special, but at the same time maintains Weekend Max Mara’s DNA.
###### How did Richard Saja’s work integrate with Weekend Max Mara’s brand identity?
This has been a very open collaboration; once we explained the project and our idea to Richard Saja we gave him total freedom to play with the designs and fabrics in the way he thought best. The toile de jouy is a kind of fabric that we especially love. In fact, we believe the final result perfectly embodies the spirit of the brand: traditional with a hint of witty inventiveness.
###### The collection is designed to be worn to special occasions, specifically Royal Ascot. How did this influence the collection?
As Fenwick is renowned for occasion dressing, and being the official millinery sponsor of Royal Ascot, we believe the marriage of our elegant aesthetic with Richard’s use of detailed embroidery, featuring 17th century equestrian scenes, is the perfect partnership. Royal Ascot’s dress code is extremely rigorous, and all the pieces have been made with these precise rules in mind. For example, all the dresses’ hems fall below the knee and to ensure shoulders are covered we produced light-weight jackets and boleros. The pieces can be mixed together for a number of outfit combinations so you're dressed adequately for the event, whilst maintaining a contemporary twist that is synonymous to Weekend Max Mara.
Discover the _Trophy Day_ collection exclusively at Fenwick stores.