Max Mara will open a pop-up store featuring the "The Cube" collection on the 4th floor of the main building of the Isetan Shinjuku store from January 8th, 2014, until the 14th.
The Cube was launched in 2008 as part of the "'S MaxMara" line. The collection allows for personalized styling by adding accessories such as hoods and cuffs to coats. The coats can be stored in the included cube-shaped bag, ensuring functionality.
The pop-up store will feature the lightweight spring/summer down jacket "Summer Cube," the windproof and water-repellent "Wind Cube," and the water-resistant cotton "Desert Cube." Also available is the new 2014 "Silk Cube," a windproof, linen-blend silk jacket. The visuals were shot by Vivienne Sassen, who is active in the world of art and fashion photography.