9/27/2023 0 Comments Max maraMax Mara has spawned 35 labels, although Max Mara womenswear, usually stylized as MaxMara, remains the core of the company. In 2015, Max Mara collaborated with Renzo Piano Building Workshop to create the Whitney Bag for the opening of the new Whitney Museum of American Art in New York's Meatpacking District. In 2013, the brand presented the Teddy Bear coat on the Autumn/Winter runway, made of alpaca wool and silk with a faux fur effect, inspiring a series of imitations. In 2012, Max Mara received the "Brand Heritage Award" from the global association Fashion Group International during the FGI's 29th Annual Night of Stars in New York. In 2003, Max Mara relocated to its new campus in Reggio Emilia on Via Giulia Maramotti, designed by John McAslan & Partners. In 1989, the MM Magazine was launched, a biannual fashion and lifestyle publication distributed in the brand's stores and selected multi-brand retailers. Inspired by the men's Ulster coat, the most noticeable feature of this model is the "puntino," a stitching detail derived from men's tailored suits. In 1981, French designer Anne-Marie Beretta created the model 101801 coat, a camel-colored wool and cashmere overcoat that became an iconic symbol of Max Mara. It has since become a distinctive outerwear piece for the fashion house. In the 1970s and 1980s, Max Mara began collaborating with international designers such as Anne-Marie Beretta, Emmanuelle Khanh, Karl Lagerfeld, Jean-Charles de Castelbajac, Narciso Rodriguez, Proenza Schouler, as well as fashion photographers including Richard Avedon, Arthur Elgort, Steven Meisel, Sarah Moon, Max Vadukul, Mario Sorrenti, David Sims, and Craig McDean.ĭuring the same period, Max Mara also introduced the Manuela coat, made of pure camel hair with a notched collar, side pockets, wrap-around closure, and a belt. Īchille Maramotti chose the men's coat as an iconic garment for women's wardrobes, and in the 1960s, Max Mara established its creative studio to research the expression and personalization of outerwear. "Max" is a superlative, while "Mara" is a diminutive form of the founder's surname. In 1957, the company expanded and moved to its new headquarters designed by industrial architect Eugenio Salvarani, changing its name to Max Mara. It sponsors the Max Mara Art Prize for Women.įounded in 1951 by Achille Maramotti in Reggio Emilia, the fashion house was initially named Confezioni Maramotti with the aim of introducing American industrial processes into European tailoring culture, thus creating Italian pret-a-porter. In March 2008, the company had 2,254 stores in 90 countries. It was established in 1951 in Reggio Emilia by Achille Maramotti (7 January 1927 – 12 January 2005). It markets up-market ready-to-wear clothing. Max Mara (Italian ) is an Italian fashion business. Luigi, Ignazio and Ludovica Maramotti Ī shop in Central, Hong Kong Max Mara shop window
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