Weekend Max Mara has chosen AMIAYA to appear in the global campaign for the new capsule collection ‘Pasticcino Bag: Treasures of Japan’ for the brand’s iconic Pasticcino bag.

Focusing on AMIAYA’s position as representative of Japanese pop culture, the campaign will feature special visuals and videos that highlight AMIAYA’s unique vibe in a virtual space filled with unique Italian creations.

Japan is the third port of call on the Pasticcino World Tour after Venice and Paris. The season-long project will celebrate the rich traditions of Japanese textiles and kimonos passed down through the centuries, and will include a special collection of limited-edition bags featuring picturesque designs and using luxurious silk jacquard fabric selected from the archives of Kawashima Selkon Textiles, a historic manufacturer founded in Kyoto in 1843.

Weekend Max Mara Official Site
https://jp.maxmara.com/collection/weekend