• Website: maxmara.com
• Founded: 1951, Reggio Emilia, Italy.
• Founder: Achille Maramotti
• Owned By: Maramotti family
• Known For: 101801 Coat, Teddy Bear Coat, Whitney Bag, camel coats
• Category Focus: Outerwear, tailoring, handbags, knitwear, luxury ready-to-wear
Max Mara is one of Italy’s most influential luxury fashion houses, renowned for its iconic coats, exceptional tailoring, and timeless approach to womenswear. Founded by Achille Maramotti in Reggio Emilia in 1951, the house transformed Italian ready-to-wear by bringing high-quality tailoring to modern women.
Known for blending architectural silhouettes, luxurious fabrics, and understated elegance, Max Mara has built a global reputation around outerwear. Its coats have become some of the most recognizable investment pieces in fashion, earning the brand a unique position between luxury, practicality, and timeless design.
Today, Max Mara remains privately owned by the Maramotti family and operates hundreds of boutiques worldwide while continuing to define modern Italian elegance.
101801 Coat
Teddy Bear Coat
Manuela Coat
Ludmilla Coat
Whitney Bag
Olimpia Jacket
The Cube Collection
Camel Hair Coats
Max Mara’s story began in 1951, when Achille Maramotti founded the company in Reggio Emilia. Inspired by American industrial production methods, Maramotti sought to create high-quality Italian ready-to-wear for women.
At a time when couture still dominated luxury fashion, Max Mara helped pioneer designer ready-to-wear in Italy. The house became especially known for outerwear, focusing on tailoring, camel hair, wool, and timeless silhouettes.
Throughout the following decades, Max Mara collaborated with leading designers while building one of the strongest outerwear identities in fashion.
Key milestones:
• 1951: Achille Maramotti founds Max Mara in Reggio Emilia.
• 1960s: Max Mara establishes its creative studio dedicated to outerwear research.
• 1981: Introduction of the iconic 101801 coat designed by Anne-Marie Beretta.
• 1980s: Launch of the Manuela coat.
• 2008: Introduction of The Cube modular outerwear collection.
• 2013: Launch of the Teddy Bear Coat.
• 2015: Introduction of the Whitney Bag in collaboration with Renzo Piano Building Workshop.
• 2023: Celebration of the Teddy Coat's tenth anniversary.
• 2025: Whitney Bag celebrates its tenth anniversary through special editions.
Max Mara played a defining role in transforming the coat into one of fashion’s most enduring luxury categories.
“Max Mara’s strength lies in permanence. It designs wardrobe foundations that transcend seasons — proving that true luxury is timeless.”
Max Mara matters because it transformed outerwear into a luxury language.
Its influence can be seen across:
• The evolution of luxury coats
• The rise of quiet luxury dressing
• The fusion of tailoring and ready-to-wear
• The democratization of Italian elegance
By combining Italian craftsmanship, timeless silhouettes, and exceptional fabrics, Max Mara continues to shape the future of luxury womenswear.
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