74906.pdf

The Fashion Business

Figure 11.5.MaxMara suit, 1956. Source: MaxMara archive Reggio Emilia,
photographic records. Courtesy of MaxMara SRL.

Between about 1956 and 1963 the company took its stylistic lead directly
from French fashion. Designs purchased from Paris couture houses were
“translated” for ready-to-wear production. Balenciaga’s creations were
preferred for their easily translatable clean lines and strict proportions and
his approach was seen as being closest to the MaxMara attitude.^54 The
exaggerated styles of the House of Dior had to be more carefully ‘reduced
for industry’. Examples of this “translation” process can be seen in figure

54. For further details see Miller, Josephine, Cristobal Balenciaga, London: B.T. Batsford,


55. 
    

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TO THE PRINTED EDITION