Embracing the Nostalgic Allure of the 90s: Max&Co.'s Collaborative Collection Celebrates the Era's Timeless Minimalism

The fashion world's enduring fascination with the 1990s shows no signs of waning, as evidenced by the latest collaboration between Max&Co. and celebrity stylist Lorenzo Posocco. Posocco, known for his work with the likes of Dua Lipa, Troye Sivan, and Vittoria Ceretti, has infused the brand's latest capsule collection with the decade's signature minimalist aesthetic, while also imbuing it with a personal touch that reflects his own "found family" of friends and collaborators.

Rediscovering the Essence of 90s Fashion in a Modern, Inclusive Wardrobe

Channeling the Spirit of the 90s

Posocco's creative vision for the Max&Co. &Co.llaboration project draws heavily from the 1990s, a decade that served as a palate cleanser against the excesses of the 80s. The collection's key tropes and codes of minimalism are resurrected, reflecting the stylist's own formative years spent poring over the pages of L'Uomo Vogue and drawing inspiration from the likes of Prada, Helmut Lang, and Jil Sander.

Crafting a "Found Family" Aesthetic

Posocco's personal connection to the collection is evident in his concept of the "found family" – a community of like-minded friends and collaborators who share a common aesthetic. This idea of a modern, inclusive family is translated into a wardrobe of essentials that can be easily layered, mixed, and matched, or even swapped between members of the group.

Embracing Genderless, Minimalist Silhouettes

The collection's focus on wardrobe staples, such as pencil skirts, leather duster coats, biker shorts, pinafore frocks, and slipdresses, is characterized by clean, graphic minimalist silhouettes. Posocco emphasizes that the collection is not strictly "genderless," but rather a cross-wardrobe with little gender connotation, reflecting the inclusive and contemporary nature of the "found family" concept.

Balancing 90s Minimalism with a Youthful Edge

The collection's understated color palette of grays, blacks, whites, and blues is a nod to the bourgeois minimalism of the 90s, but Posocco has infused it with a more edgy and youthful spin, reminiscent of the fashion seen in "The Matrix" films. This blend of classic and contemporary elements creates a timeless appeal that resonates with a modern audience.

Honoring the Legacy of Max&Co.

Posocco's collaboration with Max&Co. is particularly meaningful, as the brand was one of the labels that gained a following during the 90s. The stylist was inspired by the brand's earlier look books, curated by fashion editor Joe McKenna, which helped capture and define the aesthetic of the era. Posocco sees Max&Co. as a "trendless brand" that has consistently provided high-quality fashion at accessible prices, a strength that he believes will continue to resonate in the current market landscape.

Accessorizing the 90s-Inspired Wardrobe

The collection is rounded out by a range of graphic accessories, including leather mules and lace-ups, leather shopper bags, nylon boom bags, and sci-fi-inspired enveloping sunglasses. These pieces seamlessly integrate with the minimalist clothing, creating a cohesive and versatile wardrobe that embodies the spirit of the 90s.

Bringing the Collection to Life Through Captivating Visuals

To complement the launch of the collection, Max&Co. has commissioned a dedicated campaign shot by American photographer Michael Bailey-Gates. This visual component will further amplify the collection's nostalgic yet modern appeal, inviting consumers to immerse themselves in the "found family" narrative and the timeless allure of 90s-inspired fashion.