“ This is the tale of Clarissa, and how she unexpectedly found the most powerful magic of all ”.
That’s how Max Mara introduces us to the storytelling developed by the T Brand Studio for their Autumn/Winter 2017 collection. From coats to knit caps, the Italian brand keeps on designing pieces characterized by clear shapes, monochromatic and high quality fabrics.
Clarissa, the main character of the tale, during one of her daily walks in the park is almost struck down by this woman called Morgana, described as “one of those women who takes themselves very very seriously, as they power through the street, phone in one hand and a massive coffee in the other”… so, to sum it up, a business lady who doesn’t even care to look at you for a second, if needed.
Needles to say, both of them are impeccably clothed head to toe with the brand’s new collection. Their iconic timeless coats are the main objects for sure.
Despite meeting frequently and being ignored daily, Clarissa keeps greeting her with “Have a nice day” and, as every respectable tale, it has an happy ending: one day Morgana starts to greet Clarissa back, smiling at her. As the narrator says, we always have to remember that “the treasures of the heart are the most powerful magic of all”. Sweet isn’t it?
Moreover in this short film we have Anna Baryshnikov, daughter of the legendary dancer Mikhail Baryshnikov, as the narrator.
Developing a storytelling like MaxMara did, it’s what helps a brand appeal to the emotions and prospects of customers, actual and potential. It’s now years that brands in all kind of industries understood that it is the most effective way to connect with the audience, to tell them a story that its closely connected to the brand’s products or services.
Its importance is purely based on the fact that people always remember a good story, we easily forget names and face. We forget what we learned in school. But we certainly don’t forget a good story.
A story can give personification and importance to something that could be compared to others.
So when I’ll come across a Max Mara boutique, seeing a mannequin dressed with one of their amazing coats will surely make me think about Clarissa, Morgana and their story.