Cu­bic Inch

Fashion (Canada) - - The Market | Products - —Is­abel B. Slone

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.

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