For the Max Mara Spring/Summer 2024 collection, Ian Griffiths finds his muse in the remarkable Women’s Land Army, a formidable unit formed during the First World War and revived during the Second World War. Comprising up to 80,000 resilient women, these Land Girls bravely took on farming duties while the men of Britain answered the call to serve on the front line. Their contributions extended beyond the fields to include work in munitions factories, nursing, military support services, air defense services and other non-combatant positions.

Capturing the indomitable spirit: Griffiths’ tribute to extraordinary women

Griffiths translates their indomitable spirit into his collection and pays tribute to these extraordinary women. It captures the utilitarian essence of the era through a diverse palette that ranges from earthy cotton tones to delicate shades of pink. From the elegant, long Don work jackets to the playful, backless pencil dresses, the collection speaks of practicality and functionality.

Max Mara – Spring/Summer 2024 collection: style in transition

The change in style can be seen in the longer hemlines, the patch-pocket hot pants and their fusion with tunics and jumpsuits. Leather-edged canvas garden bags and bridle leather binoculars add that certain something to Max Mara’s high-waisted green blousons and iconic coats. The wide-meshed knitted jersey, decorated with irregular cotton patches, pays tribute to the resource-rich “do well and fix it” ethic of the era. As the collection unfolds, autumnal hues debut alongside the timeless camel tone synonymous with Max Mara. Jodhpur pants, corsets and officers’ tunics add to the versatility of the collection. The show reaches its climax with a series of monochrome chintz looks.

Ian Griffiths: Telling empowering stories through fashion

Ian Griffiths has a penchant for drawing inspiration from strong women of the past and reinventing their wardrobes to tell compelling stories. His collections appeal to modern, self-confident women and bridge the gap between history and contemporary fashion. In the Max Mara Spring/Summer 2024 collection, Griffiths once again transforms the heritage of extraordinary women into clothes that emphasize the strength and style of today’s confident women.

You can find the whole show by Max Mara here.

Here are our top 12 looks: