There's probably at least one store hosting a party inside the Galleria nearly every night, and most of them are pretty similar—deejay spinning tunes, champagne by the tray, etc. So I was pretty impressed with Max Mara's latest happening.
Back in 2001, to celebrate the luxury Italian brand's 50th anniversary, Max Mara commissioned artist William Wegman to create a series of photographs featuring the brand's iconic 101801 coat, a universally flattering double-breasted cashmere and wool beaver coat that debuted back in 1981 in the perfect shade of camel.
This fall, the resulting images—"Dogs in Coats," featuring Wegman's famed weimaraners wearing, you guessed it, the famous coat—are on tour, stopping at a number of Max Mara boutiques throughout the country. The Galleria store only hosts the photographs for a few days—they'll be there through Friday night, if you can make it—but everything about the event feels different and cool.
The exhibit's opening party brought in fashion lovers and Wegman fans alike. The photographs are irreverent, chic and strangely moving at the same time, and they illustrate both Wegman's gift of bringing out the anthropomorphic qualities in his dogs and how even the most unlikely subject can look very cool in an expensive coat.
It's the kind of weird but awesome thing I wish stores would do more often rather than just hiring a deejay. (Sorry, deejays.) It was a fun reason to go out of my way to visit Max Mara and an excuse to touch all of their goods, with their soft, super-luxe fabrics. It makes a statement about the brand in a memorable way. Also, it was pictures of dogs. In coats. What else do you need?