Fashion label MaxMara is hoping to get young fashion enthusiasts talking about its brand by hosting sponsored events such as the Whitney Art Party, as well as getting a group of influential younger women to wear its clothes when they go out. “I’m a fan of the brand and I think that word-of-mouth is really important in fashion because we’re so used to seeing images. So to hear something from someone, how they feel about a certain item of clothing, it resonates," said one of the brand's it-girl ambassadors, Byrdie Bell.

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