MaxMara will open two pop-up stores in Tokyo.

The new pop-up store, "Excellent Max Mara," will showcase the brand's traditional handcrafted techniques and attention to detail. It will feature the brand's premium coat collection, "MaxMara Atelier," and the jacket collection, "Progetto Tailleur Sartoriale," launched this year.

The "MaxMara Atelier" collection, featuring the brand's iconic coats, lavishly uses the finest cashmere and mohair, and is a symbol of the brand's history, utilizing meticulous styling and sewing techniques. Meanwhile, "Progetto Tailleur Sartoriale" is meticulously handmade from high-quality fabrics, taking twice the usual time, to achieve a timeless silhouette and the ultimate in comfort.

The store will also feature artisans from Italy who have mastered the "doppio a mano" hand-stitching technique, demonstrating the production process. In addition, the event, titled "Progetto Tailor Sartoriale", will also feature an appearance by a sartorial expert visiting Japan from Italy.

The pop-up store will be open from September 17th to 23rd at "The Stage" on the 1st floor of the main building at Isetan Shinjuku, and at "Center Park" and "The Stage #4" on the 4th floor of the main building. Meanwhile, at Nihonbashi Mitsukoshi Main Store, it will be open in the central hall on the 1st floor of the main building from the 24th to the 30th.