Max Mara: Elevating Elegance
Founded in 1951 in Reggio Emilia, Italy, Max Mara was born from Achille Maramotti's deep-rooted passion for tailoring, inherited from his mother and great grandmother.
The brand name, Max Mara, is a fusion of his surname "Mara" and the name "Max," symbolising a vision of international allure and sophistication.
Maramotti, with a keen eye for fashion and business acumen, recognised the potential for creating high-quality outerwear that combined traditional Italian craftsmanship with modern design sensibilities.
Max Mara began as a small tailoring business specialising in women's coats.
Max Mara's introduction of more styles, cuts, and colors resonated with a larger audience, leading to rapid recognition and the launch of new lines under the Max Mara umbrella.
Max Mara's Journey to a Fashion Icon Status
By 1954 the company had over 200 employees and by 1958 Maramotti had started advertising the brand with its poster designed by Erberto Carboni.
The first Max Mara store opened up in 1964, on Via Emilia.
During the 1970s and 1980s, Max Mara embarked on collaborations with renowned international designers, including Anne-Marie Beretta, Emmanuelle Khanh, Karl Lagerfeld, Jean-Charles de Castelbajac, Narciso Rodriguez, and Proenza Schouler.
During that time frame, Max Mara debuted the iconic Manuela coat, crafted from luxurious pure camel hair.
Featuring a classic notched collar, convenient side pockets, a wrap-around closure, and a stylish belt, this coat has emerged as a signature outerwear piece for them.
In 1981 Anne Marie Beretta created the 101801 coat for the Max Mara AW collection. It is still an absolute best seller today in their online and offline stores.
Designer Ian Griffiths holds a significant position within Max Mara, serving as one of the most influential "non-family members" and effectively acting as the brand's creative director.
His journey with Max Mara began 35 years ago, while he was still a fashion student at the Royal College of Art in London.
Since then, Griffiths has played a significant role in shaping the brand's runway collections, showcasing his creative vision and expertise.
Among his notable contributions is the creation of another best-selling piece, the iconic Teddy Bear coat.
Brand Timeline
1961: The My Fair collection dedicated to curvy sizes is launched.
1965: The POP collection is launched, aimed at a younger, creative target market.
1969: The Sportmax brand is developed from the Pop collection.
1975: The iBlues brand is launched, offering women a new ‘total look’ way of dressing.
1976: The Marella brand is launched.
1977: Creation of the Pennyblack brand.
1980: Marina Rinaldi is developed from the My Fair brand.
1983: The Weekend brand by Max Mara is created.
1985: Creation of the Persona and MAX&Co. brands.
1998: Creation of the 'S Max Mara, Sportmax Code and Max Mara Eyewear collections.
Spotted
Max Mara worn by influential people.
From fashion icons to influential figures, Max Mara's designs have graced the wardrobes of individuals across the globe, including members of royalty.
Max Mara Today
Even after Achille Maramotti's passing, the Max Mara legacy lives on under the leadership of the Maramotti family.
Led by chairman Luigi Maramotti, along with his siblings Ignazio and Ludovica, Max Mara has grown into one of the world's top fashion houses.
With 19 different lines, the Max Mara Group is now Italy's largest clothing company.
Max Mara's global presence spans across major fashion capitals such as Milan, Paris, London, Moscow, New York, and Tokyo, as well as emerging markets in South Africa, Saudi Arabia, Bahrain, Australia, Brazil, and China.
The brand's extensive reach now extends to 105 countries, boasting over 2,500 single-brand stores and more than 10,000 multi-brand stores worldwide.
SS24 Runway
The Max Mara Spring/Summer 2024 collection draws inspiration from the practical yet stylish workwear of Land Girls in the 1940s and the growing popularity of urban gardens.
With utilitarian overalls and dungarees reminiscent of Land Army heroines and vibrant floral prints inspired by English poet Vita Sackville-West's gardens, Max Mara brings summer glamour outdoors.
Max Mara Resort 2024 - Septem Flores
Max Mara makes history by hosting the first Resort fashion show in Stockholm's iconic City Hall, renowned for hosting Nobel Prize celebrations for over a century.
Inspired by Sweden's rich legacy of influential women like Selma Lagerlöf, the first female Nobel Prize laureate in Literature, Max Mara celebrates the nation's heritage.
The collection, named "Septem Flores" after the traditional Midsummer celebration, draws inspiration from the abundant flora of the season.
Echoing the Midsummer tradition of collecting seven specific wildflowers, believed to bring dreams of future sweethearts, Max Mara's collection pays homage to Swedish culture and nature.
