I have acknowledged the role of textile developments in launching new fashions. Fabric research is of fundamental importance to MaxMara. Innovative textiles, offering for instance enhanced comfort, practicality, fluidity, lightness, stability, or which allow new techniques of construction, for example the new generation of 'double face' fabric, or can engender new modes of dressing, for example the recent 'urban sportswear' phenomenon based on luxurious interpretations of high-performance fabrics. Innovative solutions can and should extend to the entire process of the development and even the marketing of a product, and we should consider this a critical aspect of research. Innovation can be the primary reason for a product's success.
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