Max Mara - 10th Anniversary Of The Whitney Bag

In 2015, Max Mara unveiled the Whitney Bag, an iconic piece created in collaboration with the Renzo Piano Building Workshop to mark the inauguration of the new Whitney Museum of American Art. Designed by the RPBW studio, the museum opened that same year in Manhattan’s Meatpacking District. A tribute to Italian craftsmanship, the Whitney Bag seamlessly blends technique and aesthetics, structure and elegance, design and versatility. Initially launched as a limited edition, it quickly became a must-have accessory for women around the world.

A decade later, Max Mara renews its partnership with the Whitney Museum. The celebrations begin in Milan during the 63rd edition of the Salone del Mobile in April, with a striking takeover of the windows of the Max Mara flagship store on Corso Vittorio Emanuele. To mark the occasion, a limited edition of 125 pieces will be released featuring an exclusive reissue of the aluminium-hued model first introduced in 2015. 

The collection will also include new colors and sizes. In May, Max Mara flagship stores in Rome, Paris, London, Vienna, Madrid, New York, Shanghai, Chengdu, Dubai, Seoul, Tokyo and Hong Kong will unveil dedicated window displays and host special events. The grand finale will take place in New York on May 20th, when Max Mara proudly presents the prestigious Whitney Gala–one of the season's most anticipated events–celebrating the 10th anniversary of both the Whitney Museum and the Whitney Bag.

With its signature ribbed design, inspired by the modular elements of the museum’s façade, the Whitney Bag has become a benchmark of Italian design. It has earned a place in the collections of the Musée des Arts Décoratifs
in Paris and the Fashion Institute of Technology in New York. Over the past decade, it has secured its status as a true style icon–evolving while staying true to its essence.

The Whitney Bag anniversary edition introduces thirteen new colors, ranging from soft pink, silver and gold to camel, ocean blue, lichen green, deep brown and black. The bag is now available in six sizes, with the classic versions joined by a new five-ribbed design. Honoring its origins, the limited edition model features leather in an aluminium shade reminiscent of the museum’s metallic façade, a vibrant red nappa lining, and the distinctive fire-stamped mark: ‘Designed by Renzo Piano Building Workshop’, present on every Whitney Bag.

For the windows takeover, the Whitney Bag takes center stage in an unexpected display. Metaphysical inspirations, oversized proportions juxtaposed with surprising micro versions, and surrealist accents create a captivating interplay of references that intrigue, delight, and enchant. An invitation to discover the many facets of an extraordinary bag–one as remarkable as those who carry it.

A decade after its debut, the Whitney Bag keeps telling new stories and declares to the world: ‘Make it yours’.