Max Mara Fashion Group, a multi-billion dollar Italian couture fashion house plagiarised traditional designs of the Oma ethnic minority group in their Spring/Summer 2019 collection. The patterns appeared in dresses, skirts and blouses presented in the collection’s “Max Mara Weekend” resort line.
The Oma, a small ethnic community living in the hills of Phongsaly Province in northern Laos, embroider, stitch, and appliqué these colorful designs onto their traditional clothing, including head scarves, jackets, and leg wraps. Max Mara digitally duplicated and printed the designs onto fabric, reducing painstaking, traditional motifs to factory-produced patterns.
The colours, composition, shapes, and even placement, are identical to the original Oma designs. Max Mara’s design and marketing team has not acknowledged or compensated the Oma in marketing, labeling, or display of the collection in their stores and online shop, nor have they responded to urgent enquiries on the issue.