In the heart of New York City’s Meatpacking District, the Whitney Museum of American Art hosted its annual gala on May 20, 2025, marking a decade of cultural significance and style. This year’s event wasn’t just a celebration of art—it also spotlighted Max Mara’s iconic Whitney Bag, which turned ten alongside the museum’s downtown location. The evening, filled with star-studded guests and breathtaking fashion, cemented the bag’s status as a timeless symbol of elegance and innovation. Here’s a closer look at how Max Mara’s Whitney Bag took center stage at the 2025 Whitney Gala and why it continues to capture hearts worldwide.
A Decade of Design Excellence
The Whitney Bag, first launched in 2015, was born from a unique collaboration between Max Mara and the Renzo Piano Building Workshop, the architectural team behind the Whitney Museum’s striking Meatpacking District building. Inspired by the museum’s ribbed facade, the bag blends architectural precision with Italian craftsmanship. Its clean lines, sculptural shape, and luxurious materials have made it a favorite among fashion lovers and celebrities alike.
To mark its 10th anniversary, Max Mara reissued a limited edition of 125 Whitney Bags, reviving the original aluminum-hued design with a vibrant red nappa leather lining. Each bag carries a fire-stamped mark reading “Designed by Renzo Piano Building Workshop,” a nod to its architectural roots. This special edition, unveiled during Milan’s 63rd Salone del Mobile in April 2025, has been a focal point of the brand’s global celebrations, which spanned cities like Rome, Paris, London, Tokyo, Shanghai, and Dubai. The Whitney Gala, however, was the grand finale, bringing together art, fashion, and philanthropy in a dazzling display.
The Whitney Gala: A Night of Art and Style
The 2025 Whitney Gala was a celebration of milestones. It honored the museum’s 10 years in its Renzo Piano-designed home and paid tribute to artist Amy Sherald, curator Barbara Haskell, and board chair Richard DeMartini. Max Mara, a longtime supporter of the Whitney Museum, sponsored the event, continuing a partnership rooted in shared values of creativity and cultural stewardship. The gala also marked the upcoming opening of the museum’s new permanent collection exhibition, set for summer 2025, which Max Mara will also sponsor.
The evening was a magnet for A-list celebrities, many of whom arrived carrying the Whitney Bag. Andie MacDowell, Leslie Bibb, Michelle Monaghan, Laura Harrier, and Claire Danes were among the stars spotted in Max Mara, their looks complemented by the bag’s sleek silhouette. Maria Giulia Prezioso Maramotti, a third-generation member of the Max Mara Fashion Group, attended as well, reflecting on the brand’s deep connection to the Whitney Museum. The event, which featured a performance by TLC, was a vibrant blend of art, music, and fashion, with the Whitney Bag stealing the spotlight as a symbol of enduring style.
Why the Whitney Bag Stands Out
What makes the Whitney Bag so special? It’s more than just a handbag—it’s a piece of art. Its ribbed design mirrors the Whitney Museum’s exterior, blending form and function in a way that feels both modern and timeless. Available in various sizes and colors over the years, the bag has evolved while staying true to its original vision. The 2025 limited edition, with its bold red lining, adds a fresh twist, appealing to a new generation of fashion enthusiasts.
Max Mara’s “Make It Yours” campaign invites fans to personalize their Whitney Bag, emphasizing its versatility. Whether paired with a tailored suit or a casual ensemble, the bag elevates any look. At the Whitney Gala, celebrities showcased its adaptability. For instance, Andie MacDowell paired it with a flowing Max Mara gown, while Laura Harrier styled it with a structured blazer, proving the bag’s ability to complement diverse aesthetics.
The Whitney Bag’s appeal lies in its understated elegance. Unlike flashy logo-driven accessories, it exo-des quiet luxury, making it a favorite among those who value craftsmanship over trends. Its architectural inspiration also sets it apart in a crowded luxury market, offering a story that resonates with art and design lovers.
Global Celebrations and Surrealist Displays
Max Mara kicked off the Whitney Bag’s 10th anniversary celebrations at Milan’s Salone del Mobile, transforming its Corso Vittorio Emanuele flagship store with surrealist window displays. Oversized and miniature versions of the bag created a playful interplay of scale, drawing crowds and sparking social media buzz. Throughout May, similar installations popped up in Max Mara boutiques worldwide, from Rome to Tokyo to New York. These displays, blending art and fashion, invited passersby to rediscover the Whitney Bag’s iconic design.
The campaign’s global reach highlights Max Mara’s commitment to making the Whitney Bag a cultural touchstone. In each city, exclusive events brought together fashion insiders, artists, and collectors, fostering a sense of community around the bag’s legacy. By the time the Whitney Gala arrived, anticipation was at an all-time high, and the event delivered a fitting climax to months of celebrations.
Celebrity Endorsements and Red Carpet Moments
The Whitney Bag’s star power was undeniable at the 2025 Whitney Gala, but its influence extended beyond the event. Earlier in May, Viola Davis turned heads at the Cannes Film Festival, carrying the Whitney Bag with a chic black-and-white striped set from Max Mara’s pre-fall 2025 collection. Similarly, Hayley Atwell was spotted at Cannes in a white Max Mara suit, accessorized with the bag, proving its versatility across red carpets and daytime outings.
These celebrity sightings underscore the Whitney Bag’s broad appeal. From Hollywood icons to rising stars, the bag has become a go-to accessory for those who appreciate its blend of sophistication and practicality. Its ability to transition seamlessly from day to night makes it a staple in wardrobes worldwide.
Max Mara’s Commitment to Art and Culture
Max Mara’s partnership with the Whitney Museum goes beyond fashion. For the past decade, the brand has supported the museum’s permanent collection, including the landmark exhibition The Whitney’s Collection: Selections from 1900 to 1965, which ran from 2019 to 2025. This collaboration reflects Max Mara’s belief in the power of art to inspire and unite. By sponsoring the Whitney Gala and the upcoming 2025 exhibition, the brand continues to champion creativity and innovation.
The Whitney Bag itself is a testament to this ethos. Its creation involved a meticulous design process, with Renzo Piano’s team ensuring every detail echoed the museum’s aesthetic. The result is a bag that feels like an extension of the Whitney’s architecture—structured yet approachable, bold yet refined.
Looking Ahead: The Whitney Bag’s Lasting Legacy
As Max Mara celebrates a decade of the Whitney Bag, its future looks brighter than ever. The limited-edition reissue has already sold out in several markets, a testament to its enduring popularity. The “Make It Yours” campaign encourages a new generation to embrace the bag, ensuring its relevance for years to come. With its blend of art, architecture, and fashion, the Whitney Bag remains a symbol of Max Mara’s commitment to timeless design.
The 2025 Whitney Gala was more than a glamorous evening—it was a celebration of a shared vision. Max Mara and the Whitney Museum have created something extraordinary together, and the Whitney Bag is the perfect embodiment of their partnership. As the fashion world looks to the future, this iconic accessory will continue to inspire, proving that true style never goes out of fashion.
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