Max Mara is the Latest Luxury Brand to Take Sustainability Mainstream

Weekend Max Mara

Max Mara pieces made from plastic bottles?  It sounds beyond crunchy, but if any label can make it chic, it’s the sophisticated Italian casual luxury brand.  Working with Saluzzo Yarns, an Italian fabrics company which specializes in environmentally-friendly polyesters, Weekend Max Mara is launching a capsule collection of women’s separates made from entirely recycled polyester fibers.  The main component of the fabric is old bottles.

Saluzzo directs every aspect of the Newlife fabric creation process, starting with the bottle collection and their low-impact conversion to polyester, before the fiber is spun into yarn.  For Max Mara, the new pieces, part of their Spring/Summer 2014 line, demonstrate a substantive commitment to sustainability, and for fashion, of course, this takes recycled bottle clothes out of the Whole Earth Catalog sphere and re-contextualizes them into something that ladies who lunch will actually wear.

Speaking of ladies who lunch, luxe sustainability comes at a price.  Max Mara’s new line will range from $220 to $700, so here’s hoping for a trickle-down effect.  The products launched on the 1st of this month and will be available in 1500 Max Mara stores around the world.

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