MAX MARA

BRAND CLASSIFICATION
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– Luxury Tier: Ultra Luxury
– Country of Origin: Italy
– Primary Category Focus: Ready-to-wear clothing

BRAND OVERVIEW
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Founded in 1951 by Achille Maramotti in Reggio Emilia, Italy, Max Mara has established itself as a leading name in luxury ready-to-wear fashion. Maramotti’s vision was to introduce American industrial processes into European tailoring, creating Italian prêt-à-porter. The brand is renowned for its timeless designs, particularly its iconic coats, which have become symbols of elegance and sophistication. Max Mara’s design philosophy emphasizes simplicity, functionality, and high-quality materials, catering to women who appreciate refined and enduring style.

CRAFTSMANSHIP & MATERIALS
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Max Mara is distinguished by its meticulous craftsmanship and the use of premium materials. The brand’s coats, for instance, are often crafted from luxurious fabrics such as camel hair, wool, and cashmere, ensuring both comfort and durability. The construction approach focuses on precision tailoring, with attention to detail in every stitch, reflecting the brand’s commitment to quality. This dedication to excellence has solidified Max Mara’s reputation as a leader in luxury outerwear.

ICONIC PRODUCTS
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Among Max Mara’s most recognizable products is the 101801 coat, introduced in 1981. Designed by Anne-Marie Beretta, this camel-colored wool and cashmere overcoat features a distinctive ‘puntino’ stitching detail, inspired by men’s tailored suits. Another iconic piece is the Manuela coat, made of pure camel hair with a notched collar, side pockets, wrap-around closure, and a belt, epitomizing the brand’s dedication to timeless outerwear.

LEGACY & INFLUENCE
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Max Mara has significantly influenced the fashion industry by pioneering the concept of luxury ready-to-wear clothing. Its emphasis on high-quality materials and classic designs has set standards for other brands in the sector. The brand’s collaborations with renowned designers and photographers have also contributed to its cultural impact, reinforcing its position as a symbol of Italian elegance and style.

TREND & SEASONAL FOCUS
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Max Mara engages with seasonal collections by introducing innovative designs while maintaining its core aesthetic. The brand’s ability to reinterpret classic pieces with contemporary touches allows it to stay relevant to evolving consumer tastes. For example, the introduction of the Teddy Bear coat in 2013, made of alpaca wool and silk with a faux fur effect, showcased Max Mara’s responsiveness to trends while upholding its commitment to quality.

STYLING & LIFESTYLE
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Max Mara’s creations seamlessly integrate into modern lifestyles, offering versatile pieces suitable for both everyday wear and special occasions. The brand’s coats and tailored suits are designed to be timeless, allowing them to be styled in various ways to suit different settings, from professional environments to casual outings. This adaptability makes Max Mara a preferred choice for women seeking elegance and functionality in their wardrobes.

PRICE POSITIONING
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– Entry-level pieces: Max Mara’s entry-level pieces, such as simple knitwear and accessories, are priced in the lower four-figure range.
– Core collection range: The core collection, including classic coats and tailored suits, typically falls within the mid to high four-figure range.
– High-end or statement items: High-end or statement items, like limited edition pieces or those crafted from rare materials, are priced in the upper four to low five-figure range.

DISCOVER MORE
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Explore Max Mara’s latest collections at theFeinheit to experience the brand’s timeless elegance and craftsmanship.

JOIN THEFEINHEIT AMBASSADOR PROGRAM
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