Max Mara Will Stage Its Resort 2027 Show At Long Museum West Bund

Max Mara is returning to Shanghai for its resort 2027 runway show, which will take place on June 16, 2026, at Long Museum West Bund. The presentation will unfold alongside the opening of“The Max!,” an exhibition created to mark the Italian brand's 75th anniversary and curated by Olivier Saillard. The exhibition will be open to the public from June 17 to 28.

The venue gives the event a distinctly art-world setting. Long Museum West Bund is part of the Long Museum network founded by collectors Liu Yiqian and Wang Wei, alongside the Long Museum Pudong and Long Museum Chongqing. The institution's holdings span traditional and contemporary Chinese art, Chinese revolutionary art, and contemporary works from Asia, Europe, and the United States.

Located in Shanghai's West Bund Culture Corridor in Binjiang, Xuhui District, the museum was designed by Chinese architect Liu Yi-chun of Atelier Deshaus. The building opened in 2014 and offers substantial exhibition space, making it a fitting stage for a fashion house that has increasingly treated destination shows as cultural events rather than simple runway presentations.

For Max Mara, the Shanghai show will be a return rather than a debut. The brand last staged a presentation in the city in December 2016, when it unveiled its pre-fall 2017 and capsule collections at the Shanghai Exhibition Center in an event titled“Monopolis!” That show featured sculptures and installations by Chinese contemporary artists and was paired with an 11-piece limited-edition capsule collection.

Max Mara also has a longer history of staging collections in art-adjacent settings. In 2008, it presented its spring 2009 and Sportmax collections at Beijing's Water Dam, where it also mounted“Coats!,” a retrospective of 30 coats styled with Chinese dresses and ornamental hair pieces.

The company has used destination shows strategically since 2015, with past presentations in New York, London, Venice, Stockholm, Berlin, and Naples. This year's Shanghai choice stands in contrast to other European luxury brands, many of which are turning toward the United States for resort 2027. Dior will show in Los Angeles on May 13, Gucci in New York on May 16, and Louis Vuitton in New York on May 20.

In that context, Max Mara's decision reads as both a return to a familiar city and a pointed gesture toward China's museum landscape, where fashion and contemporary art continue to overlap with unusual ease.

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