Not all bags are created equal, and few truly stand the test of time. However, the Max Mara Whitney bag is more than just an accessory—it is a masterpiece of architecture, artistry and Italian craftsmanship. As 2025 begins, Max Mara celebrates the 10th anniversary of this iconic design, a testament to its enduring legacy.
A behind-the-scenes look into the the making of the iconic Max Mara Whitney bag, which celebrates its 10th anniversary in 2025.
First introduced in 2015 to commemorate the opening of the Whitney Museum of American Art, the Whitney bag—designed in collaboration with the Renzo Piano Building Workshop—marks a decade of timeless elegance. To honor this milestone, Max Mara renews its partnership with the museum, launching celebrations at Milan’s Salone del Mobile with a striking flagship store takeover. A limited-edition reissue of the original aluminum-hued bag, along with new colors and sizes, will be released. Global flagship stores will feature dedicated displays and events, culminating in the Whitney Gala in New York.
“Research, design and innovation are the common values that link the Whitney bag to the brand’s DNA,” shares Max Mara Fashion Group board member Maria Giulia Prezioso Maramotti. “Architectural elements, expressed in rigorous lines and distinctive details, are as much a feature of the coats as they are of the Whitney bag.”
Staying true to its roots, the anniversary collection showcases signature ribbed detailing, luxurious materials and bold new hues. A decade later, the Whitney bag continues to evolve while remaining an enduring style icon—from New York to Milan and everywhere in between.
A behind-the-scenes look into the the making of the iconic Max Mara Whitney bag, which celebrates its 10th anniversary in 2025
“Research, design and innovation are the common values that link the Whitney bag to the brand’s DNA.” –MARIA GIULIA PREZIOSO MARAMOTTI, MAX MARA FASHION GROUP BOARD MEMBER
