After crushing on celebrities in their #winterinspo-worthy coats at Max Mara recently-concluded Coats! exhibition in Seoul’s cutting edge Dongdaemun Design Plaza (DDP), we are stoked to find out that the special edition YoonA wore will be dropping in Singapore in January.
Designed for the Seoul edition of this travelling event, the coat is made of pure camel’s hair with brass-coloured lining. It is part of a full look, complete with a shirt adorned with crystal buttons and French cuffs, as well as a pencil skirt. (The three-part ensemble will be available in Singapore.) “It’s a belted wrap coat, which always lends a certain allure. The volume is small, neat and modern, with a tailored sleeve and just a hint of shoulder emphasis. The coat is impeccably finished with a characteristic ‘puntino’ saddle stitching,” explains creative director Ian Griffiths. “It’s a style that works well on petite women, and it’s very feminine. I think it will work well all over the world, and especially in Asia.”
The Korean connection is seen from the brass hue, inspired by yugi, the precious tableware used by the Korean royal family and passed down to generations. The lacquered colour of the yugi resembles the Max Mara’s signature colour: the camel hue.
Only the expert hands of a master craftsman are able to shape the unique alloy of copper and tin that yugi is made of. Valued for its ability to preserve food temperature for long periods of time, the material has other prized properties — it is said that in ancient times, serving dishes made of yugi were called “living bowls”, because they turned black when they came into contact with toxic ingredients. 66 yugi bowls were commissioned to celebrate this exhibition commemorating the 66th anniversary of the brand.
Griffiths sheds light on this reference: “On a trip to Korea, we were impressed by the presentation of food in beautiful brassware, yugi. Yugi encapsulates ideas about high quality craftsmanship perfected over generations, tradition, historical value and prestige — just like the Max Mara coat. I was inspired to create a perfectly tailored coat in our iconic pure camel hair fabric with brass-coloured lining.
“I’m obsessed with the meme of the off-duty movie star in sunglasses, a tightly belted camel coat and maybe a headscarf. I think that this image is very pertinent to the Max Mara identity — understated and chic, even in the most everyday situations. I want the woman who wears it to feel like that movie star.”
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