The fashion powerhouse Max Mara is one of the oldest Italian labels, admired for its sophisticated elegance and luxury fabrics and construction. Working with some of the most iconic photographers, supermodels and fashion editors, the brand’s heritage and long-standing presence have cemented its elite status.
The History of Max Mara
Max Mara was founded in Reggio Emilia, Italy in 1951 by Achille Maramotti. With a vision and good business intuition, Maramotti decided to specialise in the production of coats. Inspired by the most sophisticated French High Fashion their coat collection was feminine, elegant and made from luxury fabrics and cutting-edge industrial tailoring techniques.
Italy has always considered fashion a typically hand-crafted process, so Maramotti’s desire to manufacture his clothing line was a very revolutionary decision at the time. Their iconic camel coat and geranium red suit of the first collection are still recognised to this day.
By 1954 the company had over 200 employees and by 1958 Maramotti has started advertising the brand with its poster designed by Erberto Carboni. By the ’60s the brand was featured in magazines such as Arianni and was later followed by a plus-size collection.
In the ’70s and 80’s the ‘Made in Italy’ style made its mark on the world as a result of the Max Mara brand. Its unmistakable style identity continued to grow, taking on the name ‘Max Mara’ a sharp name that would be more globally digestible. The brand debuted in Paris and launched the iconic 101801 coat in collaboration with Anne Marie Beretta. The coat was a wool and cashmere blend with oversized kimono-style sleeves. Fun fact, it has been included in every winter collection since.
Over the years the fashion house employed some of the most iconic designers from Karl Lagerfeld, Emmanuelle Kahn, Franco Moschino, Jean-Charles de Castelbajac, Dolce & Gabbana and Narciso Rodriguez – but they had to work anonymously, in cooperation with the house team as no name was bigger than the Max Mara brand.
Max Mara Studio
Max Mara Studio is one of Max Mara’s diffusion lines along with others Weekend Max Mara, ‘S Max Mara and MAX&Co to name a few. Max Mara Studio focuses on more contemporary pieces, that are modern staples with a more casual feel. In keeping with the Max Mara brand, the collection features clean lines with a sophisticated finish with an ultra-chic style.