Max Mara has announced the launch of two new brands under its group. Aiim is a new contemporary knitwear brand and start-up launching for SS17 that offers a collection of cardigans, jumpers, dresses, trousers and skirts made from precious weaves. Developed within an Italian Group known for its heritage and product experience, Aiim will be completely independent, starting with its distribution. Available in-store in late January 2017, the brand will have an average price point of €160.

Tresophie (pictured above) is a new contemporary brand that focuses on elegant dresses in different styles and for a variety of occasions, from ceremonies to events and parties to special details. The debut collection, launching in late January for SS17, will comprise 52 pieces, including dresses, tops, skirts and jumpsuits. The range will be further complemented by 10 pieces of outerwear and three accessories, including a tiara embellished with coloured crystals. Tresophie is dervived from the ancient Greek term for personification of wisdom; three types of women and three different interpretations of the dress. The average price point is €280.

Both will be managed exclusively through physical and online multi-brand stores in the key markets of Italy, France, Spain, UK and Russia, in anticipation of an ecommerce site scheduled to launch in late 2017.

The Communications Store should be contacted with any enquiries until September.

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Aiim in 'fashion & accessories'
Tresophie in 'fashion & accessories'