Max Mara will stage next cruise show in Shanghai’s Long Museum West Bund

Max Mara has revealed the location of its next cruise show, the Long Museum West Bund in Shanghai. The Italian luxury brand’s Resort 2027 collection will be unveiled in a catwalk display in the commercial capital of China on June 16, 2026. 

 
The show will also mark the opening of an exhibition titled ‘The Max,’ curated by noted French fashion expert Olivier Saillard, celebrating 75 years of Max Mara. The exhibition will be open to the public from June 17 to 28.
 
The show location marks the latest Max Mara cruise show to be staged in a museum, following on from its 2019 show in Berlin’s Neues Museum and its 2024 show in Venice’s Doge Palace.

The Long Museum is a private art museum founded by Liu Yqian and his Wife Wang Wei. The museum has two locations in Shanghai on either side of the Huangpu river. The museum was officially opened in December 2012. Designed by architect Liu Yichun of Atelier Deshaus, the museum is built inside a former industrial warehouse in a poetic brutalist style.

 
One of China’s richest businessmen, Liu is a noted art collector, who in 2015 paid $170 million for Amedeo Modigliani’s painting of a reclining nude, Nu couché, at Christie’s in New York, the second highest price paid for an artwork at auction. Liu paid for the painting with his American Express Centurion Card.
 
Max Mara’s owners, the Maramotti family, are among Italy’s greatest contemporary art collectors. Their Collezione Maramotti, opened to the public in 2007 in Reggio Emilia, contains works by Anselm Keifer, Claudio Parmiggiani, Peter Halley, Alberto Burri, and Carlo Mollino.