The Max Mara Spring Summer 2024 collection: a new utility glamour is inspired by the workwear of the Land Girls in the 1940’s and by the passion for urban gardens that is greening our modern cities. From the overalls and dungarees worn by the heroines of the Land Army to the bold floral prints, inspired by the garden of the English poet Vita Sackville-West, Max Mara is taking summer glamour outside.
Max Mara is the first to stage a Resort fashion show in Stockholm. The location is the City Hall, a renowned place that, for a century, has hosted the celebrations for the Nobel Prize winners. For this collection Max Mara takes cues from the legacy of powerful Swedish women, such as Selma Lagerlöf, the first woman ever to win the Nobel Prize in Literature. Another strong influence is the annual celebration of Midsummer, which inspires the name of the collection: ‘Septem Flores’. According to tradition, seven specific types of wild flower are collected and anyone lucky enough to find one of each should sleep with them under their pillow in order to dream of their future sweetheart.
Dominique White wins the 9th edition of the Max Mara Art Prize for Women
Sculptor and installation artist Dominique White’s winning proposal is for a new body of work entitled Deadweight, which takes as its starting point the measure of ‘deadweight tonnage’, an official term used in the maritime industry that calculates how many units of weight a ship can take before it sinks. The project continues her artistic and political concerns, while engaging with additional narratives and cultural layers which will be researched and further developed during her 6-month residency in Italy, organized by Collezione Maramotti, Reggio Emilia. The artist intends to build and then submerge elements of the final work in the Tyrrhenian Sea off the west coast of Italy, which will then form the basis of the solo exhibition in 2024.
Max Mara Fall Winter 2023 Runway Show – The Camelocracy
The journey to the Fall Winter 2023 runway finds us in the world of Émilie, Marquise du Châtelet, a free-spirited intellectual in the age of reason who took on the 18th century establishment, championing intellectual freedom with verve and imagination. In Max Mara’s imagination, Émilie spurns the restrictive styles of the day, lifts the curtain on the future and reveals a new wardrobe for now.
Max Mara opened its new flagship store in Tokyo. Designed by Andrea Tognon Architecture with a surface of 400 square meters, the tower perfectly embodies the city's ever-evolving fight against gravity. The streamlined structure soars toward the sky like an imposing pagoda, upholding pergola-like floor slabs clad in brushed metal with a cloudy finish, blending into the sky. Looking up to the tower, the optically slanted shape of black ceilings gracefully ending in curved and concave corners provide a sense of depth and space. A dynamic space, designed to host product focuses, which evolves constantly, providing a new engaging shopping experience.
Max Mara Resort 2023 - Carminho
In a vibrant celebration of Portuguese culture, the gifted young fado singer Carminho, has walked the Max Mara runway in occasion of the Max Mara Resort 2023. From a family of musicians, she is widely and internationally admired as one of the most innovative among a new generation of interpreters of this traditional music. Composer, author and interpreter, Carminho made her solo album debut in 2009 with "Fado" that hit the Portuguese charts. She is the heir of fado tradition and she`s marking the genre’s history creating her own fado repertoire.
Max Mara, in collaboration with Collezione Maramotti, is delighted to present Microclima.
Microclima is the permanent site-specific work created by French artist Eva Jospin for the terrace of the Max Mara flagship store in Corso Vittorio Emanuele/Piazza del Liberty, Milan. Enhancing the interior space of the store and juxtaposing it with the open space of Piazza del Liberty, the work stimulates reflection on a different perception – natural, physical, poetic – of space. Microclima consists of a glass and metal greenhouse structure that encloses a world that is both intimate and closely connected to the outside world, with a vision that changes from day to night and with the seasons.
Lili Reinhart is the new Max Mara Face of the Future Award® 2022.
All eyes were on Lili Reinhart as the actress received the award on 28 October during the Women In Film Gala at the Beverly Hilton Hotel in Los Angeles. Women In Film is a non-profit organisation engaged in the promotion of equal opportunities for women, sponsoring creative projects by female artists and supporting and promoting the representation of women in all forms of media worldwide.
Max Mara’s Spring Summer 2023 Runway Show - The Blue Horizon
The Riviera style started on the sunny beaches of the 1920s. Timeless muses and icons like Renée Perle and Eileen Gray evoke its spirit by embodying the fashion and architecture of that decade. The Max Mara Spring/Summer 2023 collection is inspired by these archetypes.
Max Mara Resort 2023 - Vai lenço feliz
The lush gardens of the Calouste Gulbenkian Foundation in Lisbon are the setting for the Max Mara Resort 2023 fashion show. Among the Foundation’s treasures is a painting by Nikias Skapinakis of the poet Natália Correia: she is the muse of the Resort collection. Correia’s powerful personality placed her at the heart of Portuguese cultural life in the 1970’s and ‘80’s where she became symbolic of a seductive and unconventional femininity. With this collection, Max Mara pays homage to Portuguese culture - from the haunting melodies of fado, music of love and passion to the Lenços de namorados do Minho, "handkerchiefs of lovers". In tribute, Max Mara delivers its own powerful message of passion:"Vai lenço feliz" .
Max Mara Fall Winter 2022 celebrates Sophie Taeuber-Arp, a true modernist who manages to add a sense of magic and mystery to everyday objects. The marionettes and costumes designed by the artist for her most famous work, “King Stag” exude energy and and kinetic spirit. Fairy-tale characters suspended between animal and robot worlds, which inspire the powerful, surprising silhouettes of this new collection, that speaks the language of the modern elegance of Max Mara.
LIGHTS, CAMERA, ACTION!
In the Max Mara Spring Summer 2022 campaign the models capture the spirit of Françoise Sagan, writer of the Beat Generation mostly know for her iconic work 'Bonjour Trsitesse'. The collection is created around Sagan’s own style: easy beatnik chic and workwear classics re-imagined with prêt-à-porter finesse.
Max Mara designs the ballet costumes for the New Year’s Concert in Venezia
Max Mara has designed the costumes for the dancers of the Fondazione Nazionale della Danza / Aterballetto who will perform for the RAI1 New Year’s Concert at La Fenice in Venezia offering a new take on some of its iconic models created especially for the performance.
For this occasion Max Mara’s Creative Director, Ian Griffiths, worked with Diego Tortelli, choreographer of Fondazione Nazionale della Danza / Aterballetto. Together, they devised the Max Mara costumes, featuring four vibrant colours: yellow, red, electric blue and green that create the necessary theatrical tension, the emotion awakened by pure, special colours that engage with the locations in which the ballets come to life: Fondazione Cini, Palazzo Grassi, La Biennale installations by Achim Menges and Tumo .
The 2022 edition of the New Year’s Concert in Venice is co-produced with the Italian state television and is live on January 1st at 12.25 on the Rai 1 channel.
The Max Mara woman is like a queen.
The Fall-Winter 2021 advertising campaign pays homage to the Max Mara woman and the journey she has been on since 1951. Photographed and directed by Steven Meisel, it celebrates a variety of cultures and different ages. Featuring Chloe Oh, Amar Akway, Sofia Steinberg, Jits Bootsma, Mona Tougaard and Malgosia Bela, the cast reflects the global family that the Max Mara woman of today belongs to.
Max Mara Spring Summer 2022 Runway Show
The Max Mara Spring Summer 2022 show transports us to the world of Françoise Sagan and that summer in the 1950’s when, as a rebellious teenager, she wrote her literary masterpiece, "Bonjour Tristesse", and became a superstar in the intellectual firmament that held the Beat Generation in its thrall. The Spring Summer 2022 Collection evokes classic workwear with an upscale prêt-à-porter flair. Styles feature precise contrasting seams on gathered canvas, impeccable poplin and denim. Tank tops and masculine-style sandals with chunky soles complete the bad girl look. Sometimes-embroidered chiffon with delicate feathers counterbalances the workwear style. The colour palette ranges from sand and tan to navy blue and black, enhanced by yellow and orange accents recalling sunlit beaches. Beach umbrellas are the inspiration for laid-back complete looks in boldly striped canvas.
Max Mara's Face of The Future 2021: Zazie Beetz
Actress Zazie Beetz will be the 16th recipient of the annual WIF Max Mara Face of the Future Award®, which recognizes her distinguished acting achievements and personal embodiment of timeless style and grace. Beetz will travel to Milan, Italy to meet the Maramotti family and attend the Max Mara Spring/Summer 2022 Fashion Show on Thursday, September 23rd.
Women in Film is a non-profit organization engaged in the promotion of equal opportunities for women, sponsoring creative projects by female artists and supporting and promoting the representation of women in all forms of media worldwide.
Max Mara Resort 2022 - Local Color
The Resort 2022 Local Color Collection is set against the picturesque backdrop of Ischia. The inspiration is the journey, recalled by the writer Truman Capote in his collection of stories “Local Color”, from which the collection takes its name. Symbols of Capote’s narrative are his “swans”, beautiful women who led a glamorous life in search of perfection. With this collection Max Mara is seeking to appeal to a new generation of swans, today’s working women with different, yet equally glamorous lives. The film of the collection is directed by Ginevra Elkann, a director and niece of Marella Agnelli, one of Truman Capote’s “swans”.
Max Mara Fall Winter 2021 Runway Show
The Max Mara woman is like a queen. Britannic style with an Italian accent. Authentic and sometimes eccentric, it’s been a recurring theme at Max Mara right from the start and it’s the backbone of this anniversary collection. New must-haves include the oversized bomber jackets and "thornproof” jackets in incredibly soft alpaca wool with utility pockets. To be worn with kilts, thick socks and sturdy shoes. And to complete the urban-county mix, there are impeccably tailored suits in tattersall checks, chic graphic tartans, oversize aran knits, velvet elbow patches and jaunty jabots in organza.
Cameluxe Ultra-fine insulating technology. Made in Italy from the Existing Powered by Imbotex Lab
CAMELUXE is a new frontier for mindful fashion: discarded camelhair fabrics are upcycled from our legendary coats (and not only) in order to create a warm insulating pad. It is capable of maintaining the same properties of virgin materials, without requiring additional consumption.
A fascinating journey of discovery for truly special guests, with stories from four of Max Mara’s shining stars, revealing more about the Brand and Fall/Winter 2020 trends
Max Mara Spring Summer 2021 Runway Show
Rebirth, renewal and reconstruction. New silhouettes captivate the runway: short and snappy, long and voluminous. Sleeves are slashed right through. Richly gathered necklines are scooped or run straight across, like a cinquecentesco portrait. The painterly palette blends ochre, umber, sienna, lamp black and white with smudges of subtle colour, like the powdery pastels of an Umbrian affresco. Max Mara's modern alchemy captivates the Spring Summer 2021 runway.
Emma Talbot wins the 8th edition of the Max Mara Art Prize for Women
Emma Talbot’s winning proposal for the Max Mara Art Prize for Women questions deeply rooted positions of power, governance, attitudes to nature and representations of women, through an acutely personal lens. As the winner, Emma Talbot will spend six months in Italy on a bespoke residency, creating a new body of work to be shown at the Whitechapel Gallery in 2022, followed by the Collezione Maramotti, Reggio Emilia, Italy.
Max Mara Autumn-Winter 2020 Runway Show
A variety of silhouettes on the catwalk and a new way of mixing the iconic colours of Max Mara, camel, grey, white and, naturally, navy blue. The nautical theme also offers inspiration for coats, with officer class overcoats, capes, pea coats and duffel coats, secured at the waist by an elegant cord. Ruches and frills define the shoulders and sleeves of classic versions in camel colour, pinstriped jackets and asymmetrical skirts. Lastly, the new Marine bag is capacious and soft, designed in the shape of the hull of a ship.
So you think you know pink? Look again! Leave all thoughts of sugary sweetness behind and get ready to love pastel’s new punch. Transformative tailoring takes a classic summer colour palette to a whole new level of chic.
The Sharpest Cuts
This menswear staple gets a feminine makeover for 2020 and boy does it look good. Max Mara crashes the codes of this tailored classic and brings it bang up to date with a head turning combination of razor sharp lines and killer curves.
Gemma Chan is the recipient of the Women in Film Max Mara Face of the Future Award 2020
Here’s a lesson in how to harness the power of over-statement. Max Mara explores the archive, collecting iconic prints from across the decades, and lets them run riot in a combination that is dramatically chic. Yes, you can have it all.
You know greatness when you see it - the irresistible ease, the effortless elegance, the power of understated perfection. The classics at the heart of this winter collection are designed to look great long after the seasonal trend is dead.
The power of glamour
Our wish list for the new season is very simple: give us layers of luscious colour, luxurious fabrics and a silhouette that telegraphs power, poise and presence. The best part? Old school glamour is a gift with purchase.
Power Up Your Look!
Let’s hear it for generous proportions, capacious pockets, chunky zips and enveloping silhouettes. This is the part of the collection where the useful gets glamorous.
Fashion’s All Time Favourite Colour.
When in doubt, go dark. Made In Monochrome. Choices! Choices! Sometimes you just need a perennial palette cleanser to re- set your style. If you are dithering, you know you can bank on black.
13 October 2019 – 16 February 2020
Helen Cammock, winner of the 7th Max Mara Art Prize for Women and nominee for the 2019 Turner Prize, after a premiere at Whitechapel Gallery in London (25 June – 1 September 2019) will be presenting her new exhibition Che si può fare (What can be done) at Collezione Maramotti, which is acquiring the works on view.
#MaxMaraBearingGifts is an exclusive collection of perfect gift ideas curated for the holiday season. Warm mittens, new teddy hats with visor, capes, turbans or earmuffs, as well as jewellery or fun bag pendants and charms made with #MaxTheTeddy.
Runway Show: Max Mara Spring Summer 2020
The new Spring-Summer 2020 collection hits the catwalk: from three-piece Prince of Wales suits to outfits combining Bermuda shorts with multi-pocket shirts in pastel colours.
Helen Cammock at the Whitechapel Gallery
The winner of the latest Max Mara Art Prize for Women, Helen Cammock, is featured at the Whitechapel Gallery in London with the project: Che si può fare (June 25th – September 1st), a result of a six-month residence in Italy, organised in 2018 by Max Mara, the Whitechapel Gallery and Collezione Maramotti, and expressly designed by the artist, winner of the prestigious biennial award.
Pre-Fall 2019: a homage to the power of dance
With the Pre-Fall 19 collection Max Mara pays homage to the special alchemy generated by Nureyev and Fonteyn dance performaces. The result is a collection that speaks softness in all shades of alabaster, cream, rose, copper, and supported by black, white and a dash of rouge.
Take it to the Tux!
Evening wear doesn’t get sharper than this. The tuxedo jacket may be borrowed from the boys but these pieces seen in the new Max Mara tuxedo-themed Fall Winter 2019 capsule collection take classic masculine tailoring to a whole new level of girl power.
#Max Mara Resort 2020 Runway Show
In the 30th anniversary of the fall of the Berlin Wall, Max Mara salutes the renaissance of this great city with a special fashion show. An exclusive venue: the Neues Museum in Berlin which hosted a Runway Show for the very first time.
"Rendezvous with Marlene"
The German artist Ute, universally recognized for her interpretations of Berlin Cabaret Songs, the works with Kurt Weill and Berthold Brecht and her Broadway musicals performances, comes back to Germany, and on the occasion of the Max Mara 2020 fashion show in Berlin presents “Rendezvous with Marlene “, her famous monologue and very personal tribute to the iconic German actress.
Max Mara Fall Winter 2019: The Politics Of Glamour
A new sense of glamour magic energises Max Mara’s idea of power dressing this Fall Winter 2019, creating a contemporary collection that is sharper and sassier than ever.
The beautiful Zendaya spotted in Paris in a total red look from the #MaxMaraFW19 collection. #MaxMaraWomen #PFW
All glammed up
Rashida Jones wears the Max Mara white tuxedo blazer to the 2019 VanityFair Oscar party. #MaxMaraWomen
Irina Shayk looks immaculate in the iconic Max Mara 101801 coat while out and about during Milan Fashion Week. #MaxMaraWomen
Max Mara's Face Of The Future 2019: Elizabeth Debicki
It’s award season in Los Angeles. At The Beverly Hilton Hotel the stars were out this week for Elizabeth Debicki, the latest mega-star in the making, to be recognised by the Women In Film Max Mara Face Of The Future Award®.
Max Mara Spring Summer 2019: The Power Of Fashion Now
The Max Mara SS19 vision presents an empowered sense of self, taking shape through sharp and sculptural silhouettes in a colorfully impactful palette.
The beautiful Mandy Moore seen in NYC in the #MaxMara #FW18 cashmere coat. #MaxMaraWomen
The gorgeous Taylor Swift seen leaving the Vogue Bafta after party wrapped in a #MaxMara #SS19 coat. #MaxMaraWomen
Helen Cammock wins the 7th edition of the Max Mara Art Prize for Women
The artist Helen Cammock has been announced as the winner of the 7th edition of the Max Mara Art Prize for Women at a ceremony that took place at London's Whitechapel Gallery on Monday 16th April, 2018. Thanks to this initiative, Helen will have the opportunity to spend six months studying in Italy, home to some of the very best institutions in the fields of art and culture.
I couldn’t throw a coat away, it would not be a good idea either. It’s wonderful to see how coats change over the course of time, and how they don’t. Laura Lusuardi, 2017
I couldn’t throw a coat away, it would not be a good idea either. It’s wonderful to see how coats change over the course of time, and how they don’t.
Laura Lusuardi, 2017
Spring Summer 2019 Runway Show
Classic collections reinterpreted from a female perspective take centre stage on the runway, with a stylish take on the world of ancient myths and legends rewritten for contemporary women. Inspiration comes from the goddess Amphitrite, queen of the seas, with gorgeous Mediterranean shades of olive, okra, pure white and deep blue.
Max Mara is the symbol of a utopian dream, of a quality garment for everyone. Quirino Conti
Max Mara is the symbol of a utopian dream, of a quality garment for everyone.
Solo stories. (January 10th, 2019: New York)
This is to acknowledge and credit the Max Mara 101801 coat worn by top model Karlie Kloss while arriving to the Today Show in New York.
10 years of coat-crafting edge
To celebrate The Cube’s 10th anniversary, and in honor of a craft we love, we asked a group of photographers to give us their interpretation of this idea, with only one caveat in mind: it can be analogue or digital, pixel or grain, but always, it has to be life, cubed.
Max Mara is honored that U.S. House Representative Nancy Pelosi wore the #MaxMaraFireCoat to her recent historic meeting at the White House. A #MaxMara coat is a year on year companion, designed to last a lifetime. This boule shaped, funnel collar coat represents lasting values and projects both personal strength and glamour. #MaxMaraWomen
The beautiful Julia Roberts seen out in NYC in her #MaxMaraTeddyBear coat. #MaxMaraWomen
A look that takes you from day to night
Actress Sophia Bush is captured wearing the double breasted #MaxMara white pant suit in Los Angeles. #MaxMaraWomen
Ellen Pompeo wears the #MaxMara #SS19 navy one shoulder top and trousers at the 2018 #InstyleAwards. #MaxMaraWomen
COATS! on Tour: Seoul 2017
A refreshed overview of the Max Mara heritage, “COATS! Max Mara, 60 years of Italian fashion” returned to Seoul. Presented at the Dongdaemun Design Plaza, the exhibition included a site-specific installation by the Korean artist Yiyun Kang, curated by Daehyung Lee.
The stunning Nicky Hilton seen wrapped in the #MaxMaraTeddyBear coat. #MaxMaraWomen
A perfectly polished Jennifer Lopez redefines power dressing in the #MaxMaraSS19 total looks. #MaxMaraWomen
The #MaxMaraGram logo pattern, inspired by the historical Max Mara logo from the 1950s, takes centre stage in the new Fall Winter 2018 collection.
Queen Rania of Jordan sets the tone in sharp tailoring from the #MaxMaraResort19 collection in New York. #MaxMaraWomen
A collection combining a sophisticated essence with true tailoring savoir faire, Max Mara Bridal is the perfect and practical companion to every modern fairy tale. Season after season contemporary classics live alongside new romantic styles with an edge, embellished by precious materials and refined details.
The #MaxMaraTeddyBear coat worn by Julia Restoin Roitfeld as she gets ready for the holidays. #MaxMaraWomen
COATS! on Tour: Berlin 2006
The retrospective tracing the history of Max Mara's iconic coat collections — the worldwide journey of “COATS! Max Mara, 55 years of Italian fashion” exhibition began in Berlin, where it was presented at the Kulturforum of the Staatliche Museen.
101801: the one and only
Yesterday, today, tomorrow – the 101801 is forever chic. A beautiful balancing act between tradition and newness, fashion’s most iconic coat deserves a moment in the spotlight – then, now and again.
Ultra-plush and fuzzy, yet with a worthy wow factor, the Teddy has quickly become a firm favorite with the fashion crowd. A sartorial dream come true, throw it on for instant cozy chic – gasps of utter delight guaranteed.
An exclusive event at the Hankyu Umeda department store to celebrate the Italian exhibition week. Max Mara will present, in a modern and innovative way, its heritage by showing a selection of garments from the company’s archive, including the coats, Max Mara’s key product.
Au revoir, Paris!
Izabel Goulart enjoys #PFW wrapped up in the #MaxMaraTeddyBear coat. #MaxMaraWomen 📷 Patrick Sawaya
The perfect coat is the one you’re still wearing in twenty years’ time, which you pass on to your daughter Ian Griffiths, 2017
The perfect coat is the one you’re still wearing in twenty years’ time, which you pass on to your daughter
Ian Griffiths, 2017
Bride to be
Priyanka Chopra wears the pale yellow #MaxMaraManuela coat over her white gown to her recent bridal shower in NYC. #MaxMaraWomen
Women In Film Max Mara Face of the Future Award® 2018: Alexandra Shipp
Alexandra Shipp, has won the thirteenth edition of the Women In Film Max Mara Face of the Future Award®. The award was presented during the Crystal + Lucy Awards gala evening at the Beverly Hilton hotel in Beverly Hills. This tremendous award recognises her commitment to the film industry, her acting skills and her alluring style.
Baby, it's cold outside!
Rosie Huntington-Whiteley wrapped in the #MaxMaraTeddyBear coat while out in Soho, New York. #MaxMaraWomen
Hailey Rhode Bieber perfects street style in the camel #MaxMaraTeddyBear coat while out in New York. #MaxMaraWomen
The stunning Karlie Kloss seen out and about in NYC in her navy #MaxMaraTeddyBear coat. #MaxMaraWomen
Go big or go home
Elsa Hosk wears the oversize #MaxMaraTeddyBear on a Friday night out. #MaxMaraWomen
Monopolis! Shanghai 2016
For Pre-Fall 2017, Max Mara joined forces with the Chinese artist, Liu Wei, to create a capsule collection and a set design for its Shanghai fashion show. The result was a fascinating dialogue between cutting-edge innovation and Max Mara’s heritage of craftsmanship.
COATS! on Tour: Beijing 2009
With the fascinating scenery designed by the Milan-based Migliore+Servetto architects, the “COATS! Max Mara, 55 years of Italian fashion” exhibition continued in Beijing. The venue of choice was the esteemed National Art Museum of China.
Resort: a piece of art
The Max Mara Resort 2019 collection is an authentic visionary voyage through the historic Collezione Maramotti and the Italian avant-garde artists it represents. A vivid exploration of a modern ideal, made of destructured pureness and tactile quality.
SOLO STORIES. (JANUARY 10TH, 2019: NEW YORK, NY)
This is to acknowledge and credit the Max Mara 101801 coat worn by actress Sophia Bush while arriving to the Today Show in New York.
Our Story: The Fashion Show
From the very first Sportmax show in 1976 and the first Max Mara show in 1983 to the memorable 2016 Monopolis! presentation in Shanghai, the runway remains the cornerstone of the Max Mara repertoire — a form of artistic expression and a chronicle of evolving culture and style.
Our Story: The Set
As the 90s unfolded — a decade that revolutionised fashion photography — the focus of Max Mara’s storytelling shifted towards the product and manufacturing processes. Worn by top models and captured by the legends of the era, the ultra-minimal, luxurious aesthetic became the label’s signature.
Rosamund Pike seen wearing a classic camel #MaxMara look in London. #MaxMaraWomen #GoldenGlobes
It's show time
The always beautiful Jessica Biel wears the #MaxMaraSS19 jumpsuit on set of The Tonight Show Starring Jimmy Fallon. Styling by Rob Zangardi #MaxMaraWomen
Jennifer Lopez was spotted wearing a Manuela cream color coat.
Allison Williams wearing the Max Mara FW18 camel CARACAS coat for her appearance on ‘Live with Kelly and Ryan’, this morning, January 8, in NYC. She’s currently traveling promoting her series, ‘A Series of Unfortunate Events.'
Our Story: The Max Mara Woman
From the ladylike 50s and the empowered 80s, all the way to today – Max Mara has always been an advocate for female empowerment. Since 2005, the brand also actively supports female talent in the creative fields, engaging with a rapidly changing world and inspiring women to take the lead.
Our Story: The Icon
In the beginning, no one realised how special it was — and yet, still today, it represents style and value that don’t fade with time. Sketched by Anne-Marie Beretta in the 80s, the 101801 coat was created: the heart and essence of the Max Mara identity.
Rita Ora spotted out in London in her #MaxMara #FW18 coats. #MaxMaraWomen
Our Story: Colorama
The pervasive climate of protest of the 70s coincided with the birth of Sportmax in 1969, and its first experimental fashion show directed by Jean-Charles de Castelbajac in 1976 – an entirely new interpretation of style inspired by the melting pot of cultures: modular, interchangeable and modern.
There are days when it would be wonderful to be a Max Mara Coat Stèphane Bonvin, 2001
There are days when it would be wonderful to be a Max Mara Coat.
Stèphane Bonvin, 2001
Mandy Moore in a #MaxMara #FW18 look at the ‘People Magazine Entertainment Weekly Upfronts Party’ in New York City. #MaxMaraWomen
Shine bright, it’s the #oscarsnight
Julianne Hough supremely elegant at the #VanityFairOscarParty in a #MaxMaraivory silk gown. #MaxMaraWomen#VFOscars
Our Story: Creative Studio
The economic boom and the euphoric energy of the 60s led to the formation of the Creative Studio. Strategically located in Max Mara’s headquarters in Reggio Emilia, it worked closely with the decade’s most talented designers, transforming their vision into a democratic, ready-to-wear dream.
COATS! on Tour: Moscow 2011
After Germany, Japan and China, the “COATS! Max Mara, 55 years of Italian fashion” show reached Moscow. The exclusive selection of 70 coats dating from the 50s to the present day, was hosted at the prestigious State Historical Museum.
COATS! on Tour: Tokyo 2007
Featuring sketches from the archives, which reveal the designers who had worked with Max Mara during its history, the second stage of the “COATS! Max Mara, 55 years of Italian fashion” project saw the exhibition open at Tokyo’s Mori Arts Centre.
Our Story: The Founder
In the 50s, Achille Maramotti had a dream: to transform a man’s coat into an iconic piece for women. He seized the opportunity of bringing together Italian tailoring with new trends, such as French haute couture and American industrial productivity. In 1959, the Max Mara factory was established.