Max Mara coat, because it is the most famous in the world
Max Mara is synonymous with made in Italy quality that for over 60 years has been providing women with timeless elegance.
Achille Marmotti gets his know how in the field of tailoring and the passion for fashion from his great grandmother Marina Rinaldi who already in 1859 owned a studio in the town center of Reggio Emilia and from his mother, Giulia Fontanesi, owner of a cutting and sewing workshop. The two women support Achille in starting his own business and that is how Max Mara comes to be in 1951.
The genius idea by Marmotti is to offer high end tailoring quality combining it with industrial production, applying the method of dividing the work so as to speed up the manufacturing of garments giving life to the Italian pret-à-porter. The name of the brand comes from the diminutive of the surname of the founder “Mara” and from the superlative “Max”, symbol of positivity.
he story of Max Mara revolves around a very specific garment: the coat. The first version is presented in the fall/winter 1957-58 collection when Marmotti decides to transform a men’s coat into a women’s coat. The coat becomes, starting from 1981, the symbol of the brand all over the world with the creation of the model 101801. From the collaboration of Max Mara with the French designer Anne-Marie Beretta comes to be a coat with unique features: the oversized cut with perfect proportions, double breasted, belt at the waist, kimono sleeve, cashmere fabric and the iconic camel color.
The 101801 coat is timeless and for al ages, designed to dress and make every woman sophisticated in any context; its processing requires 73 assembling operations and details still made by hand. In 2013 makes its first appearance on the catwalk the Teddy Bear Coat, another coat which has become a must have worn by many celebrities. The particular aspect of the coat made with wool, alpaca or camel is the fur effect and its wide range of trendy colors.
Max Mara, the brand that satisfies every type of woman
Max Mara was among the first, precisely in 1961, to think of a line for soft sizes called My Fair predecessor of the brand Marina Rinaldi which takes its place in 1980; the name is a tribute to the great-grandmother of Achille Maramotti. It has become the benchmark brand for plus size sizes ahead of the times. In 1975 iBlues was born as a collection of knitwear co-ordinates to be combined with the main line; it developed later with proposals total look young, glamorous and feminine.
Sportmax, born in 1969 from the Pop collection of Max Mara, is inspired by Swinging London. The garments are based on the principles espoused by the brand from the beginning, that is to make the artisan aspect coexist with that of innovation creating a style that combines the classic taste to the sporty one. Then follows the first collection Marella, launched in 1976 focusing on a complete line, from outerwear to accessories, which stands out for practicality and refinement.
In 1978 Penny Black is founded for women who have a dynamic life and thus need a wardrobe that is both refined and functional. Weekend by Max Mara, born in 1983, is designed for leisure, hobby and fun time outdoors, all activities usually practiced in the weekend. Still maintaining the elegance of the main line its pieces are more casual, informal and carefree; they are inspired by traveling and the image of a woman that is both free and modern. Max&Co is the retail line founded in 1986, designed for a young and modern audience that does not want to give up on style in daily life. Max Mara dresses women from all point of views, following her very need with the goal to make her always impeccable and elegant in every occasion.
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