A coat can be a safe haven where you can hide yourself or disappear from others,” says Dutch photographer Hellen van Meene, one of three artists tasked with interpreting Max Mara’s Cube jacket on the occasion of its 10th anniversary. The light down puffer coat, which comes packed neatly in its own proportional box, launched in 2008. Since then, it has been referred to as a “cult object” (during an exhibition at The Museum at FIT in New York) and been acquired by the Staatliche Museen in Berlin. For the jacket’s tin anniversary, Max Mara commissioned three high-profile photographers to turn their creative talents toward the Cube’s ingenious design: Max Farago stacked the coat’s cubic packaging into a Jenga-like tower, Rinko Kawauchi created a filmy meditation on nature and van Meene fashioned a patchwork ball gown out of multiple jackets. Whether the Cube is an objet d’art or a clothing item worn purely for warmth, its customizability and utilitarian function are definitely worth celebrating.
PHOTOGRAPHER HELLEN VAN MEENE INTERPRETS THE MAX MARA CUBE JACKET.