In 2015, Max Mara introduced the Whitney Bag, an iconic piece resulting from a collaboration with Renzo Piano Building Workshop, to celebrate the opening of the new Whitney Museum of American Art. Designed by RPBW, the museum opened in the Meatpacking District, Manhattan, in the same year. As a tribute to Italian craftsmanship, the Whitney Bag combines technique and aesthetics, structure and elegance, design and flexibility in one piece. Initially launched as a limited edition, the bag quickly became a favorite accessory for women worldwide.
A Decade of Partnership
A decade later, Max Mara has partnered with the Whitney Museum once again. The celebration begins in Milan in April at the 63rd Salone del Mobile, with a special display at the Max Mara flagship store on Corso Vittorio Emanuele. To mark this moment, a limited edition of 125 pieces will be launched, including the re-release of the aluminum-colored model first introduced in 2015. The collection will also feature new colors and sizes.
Global Celebrations
In May, flagship Max Mara stores in cities such as Rome, Paris, London, Vienna, Madrid, New York, Shanghai, Chengdu, Dubai, Seoul, Tokyo, and Hong Kong will showcase special window installations and host exclusive events. The highlight of the celebration will take place in New York on May 20, when Max Mara presents the Whitney Gala – one of the most prestigious and anticipated events of the season – to celebrate 10 years of the Whitney Museum and the Whitney Bag.
A Timeless Design
With its striped design inspired by the modular elements of the museum’s facade, the Whitney Bag has become a benchmark of Italian design. The bag has been part of the collections of the Musée des Arts Décoratifs in Paris and the Fashion Institute of Technology in New York. Over the past decade, the bag has continued to evolve without losing its essence, solidifying its status as a true style icon.
The Commemorative Edition
The Whitney Bag commemorative edition comes in 13 new colors, from soft pink to silver, gold, camel, ocean blue, lichen green, dark brown, and black. The bag is now available in six sizes, including a new design with five characteristic stripes. To honor its origins, the limited-edition model features aluminum-colored leather resembling the metal appearance of the museum’s facade, a bright red nappa lining, and a distinctive fire-stamped sign: ‘Designed by Renzo Piano Building Workshop’ on each Whitney Bag.
A Visual Feast
In the special window installations, the Whitney Bag takes center stage with unexpected presentations. Metaphysical touches, super-large size comparisons with surprising micro versions, and surreal accents create a visually appealing, enjoyable, and captivating combination. An invitation to explore the many sides of this extraordinary bag – as special as the women who carry it. Ten years since its debut, the Whitney Bag continues to write a new story and convey a message to the world: ‘Make it yours’.
