Hygge for the heat: Max Mara's Scandi show signals shift in
![Hygge for the heat: Max Mara's Scandi show signals shift in](https://i.guim.co.uk/img/media/8227964825d8553e9f634e394eca5df678ac608d/0_382_2303_1382/master/2303.jpg?width=465&dpr=1&s=none)
Younger consumers view fashion week carousel of Paris, Milan, New York and London as increasingly irrelevant
![](https://images.ctfassets.net/9el74s703hin/6mOTxyetHU5LhN0HmqY3EC/39013bea7adc352277e40cb2b9e22575/Beosound.jpg)
images.ctfassets.net/9el74s703hin/6mOTxyetHU5LhN0H
![](https://hips.hearstapps.com/hmg-prod/images/max-mara-resort-s24-46-648775d79418a.jpeg)
Max Mara Hosted a Midsummer Celebration in Stockholm for Resort 2024
drellen (@nellefant) / X
![](https://i.guim.co.uk/img/media/054d4792b3b84d17c7f5a0eb928b5dbd22091fb6/0_0_1335_1208/master/1335.jpg?quality=85&dpr=1&width=600&s=89c022ebf22032f14e561ec549f90bbb)
The summer of the 'boujee BBQ' Fashion Statement - The Guardian
![](https://media.npr.org/assets/img/2022/10/14/gettyimages-1397270921_slide-4f92044f778ea77a3def57b0fb1fb77dd5e373fc.jpg)
It's hygge season: How to embrace the Danish lifestyle of being cozy : NPR
![](https://assets.isu.pub/document-structure/230820205213-3440ee13985cfff28e3726607ba03186/v1/48d8994ca6310dbf84fdf7dc31c89a0e.jpeg)
Los Angeles magazine - September 2023 by The Lifestyle Magazines of SoCal - Issuu
![](https://hips.hearstapps.com/hmg-prod/images/zazie-beetz-by-hippolyte-petit-athippolyte-p-march-2024-edited-12-65ea1266814f9.jpg?crop=1.00xw:0.668xh;0,0&resize=360:*)
Max Mara Gives an Object Lesson in Scandi Feminism
![](https://www.russh.com/wp-content/uploads/2023/06/1-1.jpg)
Max Mara Resort 24: Midsommar, hygge & folklore - RUSSH
![](https://images.prestigeonline.com/wp-content/uploads/sites/5/2023/06/20154935/Hero-Image-4.png)
Max Mara's Resort 2024 collection nods to scandianvian feminism
![](https://b2c-media.weekendmaxmara.com/sys-master/m0/WE/2024/1/WE5131084106/002/s3master/WE5131084106002-a-sonale_normal.jpg)
Flared woollen cloth trousers, rust
![](https://hips.hearstapps.com/hmg-prod/images/max-mara-resort-s24-64-6487760429715.jpeg)
Max Mara Hosted a Midsummer Celebration in Stockholm for Resort 2024