Weekend Max Mara Launches Flutterflies
After the gloom of winter, a boost of juicy spring colour is just what the doctor ordered, and no one does colour better than Donald Robertson—an LA artist and illustrator whose distinctive style of bright, cartoon-like pop patterns has been likened to the work of Andy Warhol.
Looking to inject their spring wardrobes with a playful splash of fun, Weekend Max Mara, the Italian brand’s laid-back, outdoorsy cousin, has teamed up with Robertson for fashion week to launch Flutterflies—the latest in its Signature Capsule collections (a series inspired by a different creative each season) for Spring–Summer 2021, launching in stores in March.
The collection, set in a lush tropical garden and shot by photographer Dewey Nicks, featuring model Sofia Richie as the face of the campaign, channels Robertson’s signature fun-loving aesthetic. A vivid palette and energetic, tongue-in-cheek prints capture the artist’s creative mode, centring around Weekend Max Mara’s whimsical symbol of the butterfly.
“I had just started playing around with the idea of hand-cut butterflies made out of heavy industrial Gaffer Tape in crazy colours. It’s like I knew they were going to call,” Robertson says about the collection’s conception.
Crisp, clean lines are livened up with fluttering wings and stripes in every colour of the rainbow, on everything from dresses to jeans to sneakers and Max Mara’s iconic Pasticcino bags. T-shirts showcase pop-art female silhouettes—the concept of Robertson’s imagined audience for the collection—and a loosely-cut pantsuit displays a print of the artist’s own stylized handwriting against a paper-white backdrop.
Also in the spotlight is Robertson’s favourite medium: gaffer tape, showing up in colourful cotton strips that appear at necklines, waists, and lapels, as if applied by a child’s carefree hand.
“[It’s for] women who love colour and want a break from playing it safe,” Robertson says. “I believe happiness is a decision you make when you wake up. Rainbow-stripe jeans can help if you are having a tough day.”