Since its launch it has continued to reinvent. “The product is our lighthouse, our DNA,” the president, Luigi Maramotti (the eldest son of the founder), told Women’s Wear Daily in 2009. Max Mara has grown to become one of the largest fashion groups in the world and remains family owned to this day. Women’s ready-to-wear remains the heart and soul of Max Mara-not the perfume or cosmetics or home decor lines that fill other companies’ coffers. Founded in 1951 by Achille Maramotti, Max Mara is a luxury Italian fashion house loved for its timeless designs that showcase quality and craftsmanship. The gimmick-free clothing he offered helped women reach for sartorial stars at an attainable price. His particular genius was to link high fashion (then equated with French flair) with industrial methods of production. Legend explains the brand name this way: The “Mara” comes from Maramotti and the “Max” from a fun-loving local roué in the town of Reggio Emilia-still the firm’s headquarters-who cut quite a drunken dash and styled himself Count Max.īefore Maramotti and his ilk, trends were dictated by Paris, and most women had their clothes sewn up by their local dressmaker. Max Mara is the epitome of Italian quality and craftsmanship.Recognised throughout the world as the precursor of modern pret-porter fashion, Max Mara is. The house was started by Achille Maramotti, an architect of the postwar ready-to-wear movement in Italy, with just two looks: a camel coat and a red suit. Now, more than half a century later, Max Mara is still known for. Contamos con servicios personalizados para que tu experiencia MAX MARA sea aún más especial. Achille Maramotti founded Max Mara in 1951 in post-wear Italy, with a desire to create beautiful, high-quality women’s clothing. Having spun off more than 30 labels over the years, Max Mara has slowly but surely grown-since its founding as Confezioni Maramotti in 1951-into a billion-dollar-a-year concern. Max Mara Leisure women’s clothing includes jackets, pants, dresses, skirts, sweaters, and tops that easily manage the breadth of town and country. And the same could be said of the Max Mara company itself. Favored early on by the likes of the Swedish screen star Ingrid Bergman, nothing about this simply elegant wardrobe staple is flashy. In our work, the word fashion mostly DOI: 10.4018/978-1-4666-4749-7.ch010 of Max Mara Fashion Group describes, I must emphasize that I consider a. That evening, home from work, she wore a well-fitting pair of jeans and a tailored tweed jacket she had bought at Max Mara. Designed by Anne-Marie Beretta for the company in 1981, the 101801, a kimono-sleeved camel coat, was an instant classic. The 101801 is to Max Mara what the 2.55 is to Chanel: a signature object that has been worn by the world’s chicest women (including Isabella Rossellini, Cate Blanchett, and HRH Sofia, the Queen of Spain).
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