Max Mara
Italian luxury womenswear brand recognized for refined tailoring, camel coats, and a broad portfolio of fashion labels.
Last updated August 31, 2026
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Overview
Max Mara is an Italian fashion business specializing in upscale ready-to-wear womenswear. Achille Maramotti founded the company in Reggio Emilia in 1951, initially under the name Confezioni Maramotti, with the ambition of combining American-style industrial production methods with the traditions of European tailoring. This approach helped establish an Italian interpretation of modern prêt-à-porter: professionally manufactured, consistently sized clothing that retained the quality and visual discipline associated with couture and bespoke dressmaking. The business adopted the Max Mara name in 1957, when it expanded and moved into a new headquarters in Reggio Emilia. The name combines “Max,” suggesting superlative quality or scale, with “Mara,” a shortened form of Maramotti. From its early years, the company concentrated on outerwear and on adapting garments traditionally associated with menswear for women. Coats became the central expression of the brand’s identity, supported by careful material selection, structured construction, and restrained styling rather than overt seasonal novelty. Max Mara’s creative development during the 1960s included the establishment of a dedicated studio focused on researching outerwear, its forms, and methods of personal expression. During the 1970s and 1980s, the company worked with a range of internationally known designers, including Anne-Marie Beretta, Emmanuelle Khanh, Karl Lagerfeld, Jean-Charles de Castelbajac, Narciso Rodriguez, and later Proenza Schouler. It also developed a distinctive visual language through collaborations with prominent fashion photographers such as Richard Avedon, Arthur Elgort, Steven Meisel, Sarah Moon, and others. Several garments have become closely associated with the brand. The Manuela coat, made from camel hair and characterized by a notched collar, side pockets, wrap closure, and belt, is one of its enduring outerwear designs. The 101801 coat, created by Anne-Marie Beretta in 1981, became another defining model. Its camel-colored wool-and-cashmere construction, generous proportions, inspiration from the men's Ulster coat, and small “puntino” stitching detail reflect Max Mara’s practice of translating masculine tailoring codes into elegant womenswear. The Teddy Bear coat, introduced for the autumn/winter 2013 runway in alpaca wool and silk with a faux-fur-like surface, became a major contemporary signature and generated extensive imitation across the fashion market. Max Mara is the core label within a larger fashion group that has developed or operated numerous brands, including Sportmax, Sportmax Code, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co., and Marina Rinaldi. These labels allow the group to address different customer segments, price levels, lifestyles, and size or fit needs while retaining a connection to Italian design and manufacturing expertise. The group also participates in licensed categories such as eyewear and fragrance through changing partners. The brand has combined commercial fashion with cultural and philanthropic activity. Its Max Mara Art Prize for Women, launched in 2005 with the Whitechapel Gallery, supports women artists living in the United Kingdom through a research and residency program in Italy, followed by exhibitions in London and Reggio Emilia. Max Mara has also supported film-industry recognition through the Women In Film Max Mara Face of the Future Award, introduced in 2006. By October 2024, the company was reported to operate 502 stores across 69 countries. It remains a privately held Italian fashion business whose public identity is built around long-lasting outerwear, sophisticated ready-to-wear, and controlled international expansion.
History
Max Mara was founded in 1951 in Reggio Emilia by Achille Maramotti. The original business, Confezioni Maramotti, was designed to bring industrial production methods associated with American apparel manufacturing into the European tailoring tradition. This combination of repeatable manufacturing, premium materials, and Italian design formed the basis of the company's ready-to-wear model. In 1957, the growing business moved into a headquarters designed by industrial architect Eugenio Salvarani and adopted the name Max Mara. Maramotti developed the company's identity around women's outerwear, particularly the adaptation of men's coats and tailoring to the female wardrobe. During the 1960s, Max Mara established a creative studio dedicated to the study of outerwear, enabling the company to refine silhouettes, construction methods, and opportunities for individual styling while maintaining a recognizable house aesthetic. The 1970s and 1980s brought collaborations with international designers including Anne-Marie Beretta, Emmanuelle Khanh, Karl Lagerfeld, Jean-Charles de Castelbajac, and Narciso Rodriguez. The house also worked with influential photographers, making the advertising image an important part of its international positioning. During this period, the Manuela coat emerged as a signature design. Made from camel hair and defined by a notched collar, wrap closure, belt, and side pockets, it expressed the brand's preference for practical but polished outerwear. Anne-Marie Beretta designed the 101801 coat in 1981. Drawing on the men's Ulster coat, the model used camel-colored wool and cashmere, a generous fit, and the “puntino” stitch associated with masculine tailoring. It became one of the most recognizable pieces in Max Mara's history. The company expanded its communications activities in 1989 with MM Magazine, a biannual fashion and lifestyle publication distributed through selected stores and retailers. Max Mara's business developed into a multi-label group. Alongside the core Max Mara womenswear label, the portfolio came to include Sportmax, Sportmax Code, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co., and Marina Rinaldi, among others. These brands addressed different degrees of formality, age groups, lifestyles, and market segments. The group also used licensing arrangements in eyewear and fragrance: Safilo held a Max Mara eyewear agreement from 1997 to 2020, Marcolin worked with Sportmax from 2019 to 2023, and fragrance arrangements changed from Cosmopolitan Cosmetics to Selective Beauty and then Shiseido in 2024. In 2003, Max Mara moved to a new campus on Via Giulia Maramotti in Reggio Emilia, designed by John McAslan & Partners. The company continued to combine fashion operations with cultural activity. In 2005, it launched the Max Mara Art Prize for Women with the Whitechapel Gallery. The prize supports women artists based in the United Kingdom through a six-month Italian research and residency period, culminating in exhibitions at the Whitechapel Gallery and the Collezione Maramotti. In 2006, the Women In Film Max Mara Face of the Future Award was introduced to recognize actresses for professional momentum, social commitment, and contributions to their communities. Product development remained central to the brand's public profile. The Teddy Bear coat debuted on the autumn/winter 2013 runway, using alpaca wool and silk to create a plush faux-fur-like appearance. Its popularity made it a major contemporary signature and prompted widespread imitation. In 2014, recycled materials were introduced into the Weekend New Life collection. In 2015, Max Mara worked with Renzo Piano Building Workshop on the Whitney Bag, created for the opening of the new Whitney Museum of American Art in New York. Advertising continued to rely on internationally recognized image-makers, including Arthur Elgort, Paolo Roversi, Peter Lindbergh, Steven Meisel, Craig McDean, David Sims, Inez van Lamsweerde and Vinoodh Matadin, and Mario Sorrenti. Jennifer Garner became the first celebrity spokesperson for the core Max Mara brand in 2013, followed by other celebrity and model-led campaigns, including a campaign featuring Amy Adams in 2014. Achille Maramotti died in 2005. His children Luigi, Ignazio, and Ludovica continued their involvement in the family business; Luigi Maramotti is identified as chairman. The company remains privately held and internationally operated. As of October 2024, the Max Mara business was reported to have 502 stores in 69 countries. Its enduring market position rests on premium Italian womenswear, disciplined branding, and a recognizable portfolio of coat designs rather than on a single short-lived seasonal trend.
- 2024
Reported international retail footprint
[1]The business is reported to operate 502 stores in 69 countries as of October 2024.
- 2015
Whitney Bag collaboration
[1]Max Mara collaborates with Renzo Piano Building Workshop on the Whitney Bag for the opening of the new Whitney Museum.
- 2014
Recycled materials enter Weekend New Life
[1]The Weekend New Life collection introduces recycled materials into the brand's product development.
- 2013
Teddy Bear coat debut
[1]The Teddy Bear coat appears in the autumn/winter runway collection and becomes a prominent modern signature.
- 2012
Brand Heritage Award
[1]Fashion Group International recognizes Max Mara with its Brand Heritage Award.
- 2005
Creation of the Max Mara Art Prize for Women
[1]Max Mara and the Whitechapel Gallery establish a biennial prize supporting women artists living in the United Kingdom.
- 2003
Opening of the Reggio Emilia campus
[1]The company relocates to a campus on Via Giulia Maramotti designed by John McAslan & Partners.
- 1989
Launch of MM Magazine
[1]Max Mara launches a biannual fashion and lifestyle magazine for stores and selected retailers.
- 1981
Introduction of the 101801 coat
[1]Anne-Marie Beretta creates the camel wool-and-cashmere 101801 coat, later regarded as a house icon.
- 1960
Creative studio develops outerwear research
[1]Max Mara establishes a creative studio to study and develop women's outerwear.
Products and positioning
Luxury womenswear centered on Italian tailoring, premium fabrics, understated elegance, and enduring outerwear design.
Outerwear · 1981
101801 coat
Designed by Anne-Marie Beretta in 1981, the 101801 is a camel-colored wool-and-cashmere overcoat inspired by the men's Ulster coat. Its spacious silhouette, notched collar, and distinctive “puntino” stitching reference traditional menswear tailoring while creating a relaxed but highly polished women's coat. It is one of Max Mara's most recognizable and enduring designs.
Outerwear
Manuela coat
The Manuela is a wrap-style coat made from pure camel hair. Its defining features include a notched collar, side pockets, a belted closure, and a simple construction that emphasizes the material and silhouette. The design became an important expression of Max Mara's focus on practical, luxurious, and seasonally durable outerwear.
Outerwear · 2013
Teddy Bear coat
Introduced on the autumn/winter 2013 runway, the Teddy Bear coat uses alpaca wool and silk to create a deliberately plush surface resembling faux fur. Its oversized volume and tactile appearance gave Max Mara a more playful modern signature while retaining the house's emphasis on a statement coat. The design became widely imitated after its release.
Ready-to-wear · 1951
Max Mara womenswear
The core Max Mara line offers luxury women's ready-to-wear, including coats, jackets, suits, dresses, knitwear, trousers, skirts, shoes, bags, and accessories. The collection is positioned around refined Italian construction, premium fabrics, controlled silhouettes, and a relatively understated visual language. Outerwear remains the most important product category and the main carrier of the brand's identity.
Lifestyle womenswear
Weekend Max Mara
Weekend Max Mara is a related label oriented toward more relaxed, versatile, and lifestyle-driven women's clothing. Its assortment extends the group's design and quality principles into casual daywear and practical wardrobe pieces. The Weekend New Life collection also became a vehicle for introducing recycled materials in 2014.
Contemporary womenswear
Sportmax
Sportmax is a sister label within the Max Mara group, associated with more directional and contemporary women's fashion. It has operated as a distinct design and commercial proposition within the wider portfolio and has also extended into licensed eyewear through a Marcolin agreement covering development, production, and global distribution from 2019 to 2023.
Womenswear · 1980
Marina Rinaldi
Marina Rinaldi is one of the best-known labels associated with the Max Mara group. Founded in 1980 and named after Achille Maramotti's great-grandmother, it addresses a distinct women's apparel segment within the group's multi-brand structure.
Handbags · 2015
Whitney Bag
The Whitney Bag was developed with Renzo Piano Building Workshop for the opening of the new Whitney Museum of American Art in New York in 2015. The collaboration connected Max Mara's accessories business with the museum's architecture and created a design-led cultural product associated with the institution's new building.
Controversies
2024
Animal-rights criticism over fur
The Humane Society of the United States campaigned for Max Mara to stop participating in the fur trade involving foxes, mink, and raccoon dogs, arguing that the brand had not matched competitors that had announced fur-free policies.
2023
Allegations concerning Uyghur forced labor in the supply chain
Research attributed to groups including the Social Democratic Party in the European Parliament and Sheffield Hallam University alleged that Max Mara used production connected with Anhui Huamao Group and forced-labor camps affecting Muslim Uyghurs in China. These are reported allegations; the reference material does not establish a final legal determination.
1995
Investigation over alleged fiber-labeling fraud
A Florentine magistrate reportedly investigated allegations that certain Mara labels overstated the proportions of premium fibers such as cashmere, angora, and mohair blended with wool. The available reference describes an investigation and allegation rather than a confirmed judgment.
Marketing campaigns
- 2014Amy Adams campaign
International
Amy Adams was featured in a Max Mara advertising campaign, continuing the brand's use of high-profile actresses to communicate its polished, contemporary womenswear image.
Outcome. Extended the celebrity and editorial positioning of the brand.
- 2013Jennifer Garner campaign
United States · International fashion media
Jennifer Garner became Max Mara's first celebrity spokesperson. The campaign appeared in Vogue, Harper's Bazaar, Elle, W, InStyle, The New York Times, and the International Herald Tribune, broadening the brand's visibility beyond specialist fashion audiences.
Outcome. Established a more prominent celebrity-led communications platform for the core brand.
- 2013Teddy Bear coat launch campaign
International
The Teddy Bear coat was introduced through the autumn/winter runway and subsequent product communications. Its tactile faux-fur-like appearance made it highly recognizable and helped turn the design into a recurring visual shorthand for the brand's contemporary outerwear.
Outcome. The coat became a major modern signature and was widely imitated.
- 2006Women In Film Max Mara Face of the Future Award
United States · International film industry
Introduced at the Women In Film Crystal + Lucy Awards, the award recognizes an actress during an important period in her career while also considering social commitment, community contribution, and public presence.
Outcome. Became a recurring entertainment-industry recognition associated with Max Mara.
- 2005Max Mara Art Prize for Women
United Kingdom · Italy
Max Mara and the Whitechapel Gallery created a biennial program for women artists living in the United Kingdom. Winners receive a six-month period of research and collaboration in Italy, with resulting work exhibited in London and at the Collezione Maramotti in Reggio Emilia.
Outcome. Created a continuing cultural partnership supporting women artists and linking the brand with contemporary art.
Brand decisions
2015
Create the Whitney BagProduct launchBackground
The opening of the new Whitney Museum of American Art created an opportunity for a design collaboration linking fashion and architecture.
Action taken
Max Mara worked with Renzo Piano Building Workshop to develop the Whitney Bag.
Aftermath
The bag strengthened the brand's association with cultural institutions and design collaborations.
2014
Introduce recycled materials to Weekend New LifeStrategyBackground
The company began incorporating material-reuse considerations into at least part of its wider brand portfolio.
Action taken
Recycled materials were introduced into the Weekend New Life collection.
Aftermath
The initiative marked an identifiable sustainability-related product development step, although the reference provides no broader performance data.
2013
Introduce the Teddy Bear coatProduct launchBackground
The brand sought a more tactile and visually distinctive contemporary outerwear statement.
Action taken
Max Mara presented an alpaca-and-silk coat with a plush faux-fur-like finish for autumn/winter 2013.
Aftermath
The Teddy Bear coat became a prominent signature and inspired widespread imitations.
1981
Launch the 101801 coatProduct launchBackground
Max Mara continued to develop outerwear by adapting established men's tailoring forms for women.
Action taken
Anne-Marie Beretta designed the 101801 camel wool-and-cashmere overcoat with Ulster-coat references and puntino stitching.
Aftermath
The model became an enduring Max Mara icon and a reference point for the brand's coat design.
1960
Make outerwear the central design disciplineStrategyBackground
The company identified the women's coat as a way to translate masculine tailoring into a distinctive female wardrobe staple.
Action taken
Max Mara created a studio focused on outerwear research, construction, personalization, and form.
Aftermath
Coats became the principal carrier of the brand's identity and commercial reputation.
1951
Adopt an industrial ready-to-wear modelStrategyBackground
Achille Maramotti sought to combine American industrial production methods with European tailoring and Italian design.
Action taken
He established Confezioni Maramotti and developed a scalable model for upscale Italian prêt-à-porter.
Aftermath
The approach became the foundation for Max Mara's later international growth and multi-label structure.
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