On Tuesday night in New York, Max Mara brought The Whitney to The Whitney.
It was the Museum of American Art’s annual gala, honoring the artist Amy Sherald (who currently has an exhibition on view), as well as Barbara Haskell, the Whitney’s longtime curator. The evening also marked ten years since the creation of the Italian fashion label’s “Whitney Bag,” a kind of fashion totem signifying the long-term partnership between Max Mara and The Whitney Museum.
The event was held in an elegant room on the top floor, adorned with candles and peoniess, the brand invited friends such as actresses Claire Danes, Michelle Monaghan, Leslie Bibb, Laura Harrier, Andie MacDowell, and more to carry their mini Whitneys and toast to one of the most important cultural institutions in the country.
The Whitney Museum moved locations from uptown to downtown in 2015, to its current home, which architect Renzo Piano built. Max Mara tapped Piano to design The Whitney Bag in honor of the museum’s re-opening–a sharp, square-shaped top handle with slit pleating at the front. After ten years, the Whitney Bag is making a comeback in thirteen new colors like soft pink, deep blue, silver, and gold, which will all be available in a range of six sizes. It’s a distinctive carryall, one that represents an important, long-term partnership between art and fashion.
After moving speeches from Sherald and Haskell, the night was capped off by a surprise performance from TLC, who sang hits like “Creep” and “No Scrubs.” Everyone danced, Whitneys in hand, and later kept the party going in the lobby, which had been turned into an after-dinner lounge (the espresso martini bar set up in the museum’s giant elevator was a nice touch too). After ten years, it’s inspiring to see a brand so authentically and enthusiastically continue to support the arts community and bring more visibility to it. We need it now more than ever.
