Max Mara Fashion Group Introduces New Brand, For Mondays and More

by · WWD
M-M For Mondays and MoreCourtesy of M-M For Mondays and More

MILAN — Max Mara Fashion Group is adding a new brand to its extensive portfolio, which already comprises the likes of Max Mara, Sportmax and Pennyblack.

The company has quietly introduced M-M For Mondays and More, a contemporary label built around an everyday wardrobe and hinged on the concepts of minimalism, movement and modularity.

Designed by an in-house team, the brand centers on clean silhouettes, comfortable fit and overall versatility as it was “created to answer the real needs of women’s everyday life through an essential, functional and contemporary aesthetic,” according to the company.

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The first campaign of M-M For Mondays and More.Courtesy of M-M For Mondays and More

The goal is to offer pieces that put function at the forefront and make the act of getting dressed simpler, starting from fabrics that are both easy to wear and care for. Hence the focus on jersey and knitwear to craft the brand’s six core product categories, which span from sweatshirts and tops to dresses and pants.

Priced between 160 euros for shirts and 400 euros for outerwear, the brand has already secured distribution in more than 50 countries across Europe, Asia and the Americas via online retailers, a selected network of multibrand destinations and department stores such as Rinascente, Harrods, Breuninger and Harvey Nichols, in addition to its own online store.

The first campaign of M-M For Mondays and More.Courtesy of M-M For Mondays and More

The digital push will be central to the brand’s strategy. In addition to dedicated accounts on platforms such as Instagram, Facebook, TikTok and Pinterest, the label also landed on Substack.

There it publishes a newsletter signed by the design studio itself, in a bid to take the readers behind the scenes and share with them the creative process. In particular, it will post two recurring columns twice a month, always on Mondays. The “Making of” follows the in-studio process of a single piece, while the “Monday Manual” aims to answer practical questions of customers, wondering about the names of the fits or interested in understanding better the wording on a technical label, for example.

M-M For Mondays and MoreCourtesy of M-M For Mondays and More

M-M For Mondays and More is the 11th brand controlled by Max Mara Fashion Group, which also operates Weekend Max Mara, Max & Co., iBlues, Marella, Emme, Marina Rinaldi and Persona by Marina Rinaldi.

The first campaign of M-M For Mondays and More.Courtesy of M-M For Mondays and More