Max Mara

Max Mara was founded in 1951 by Achille Maramotti in Reggio Emilia with a vision to merge American industrial techniques with Italian tailoring. Maramotti, a trained lawyer, anticipated the rise of ready-to-wear fashion in Europe and established a factory that produced coats and suits with consistent quality. The brand became known for its impeccably cut outerwear, particularly the camel-hair Manuela and 101801 coats introduced in the 1980s. Max Mara later launched diffusion lines, including Sportmax and Weekend Max Mara, to reach broader audiences.

The label works across womenswear, ready-to-wear, footwear, and accessories. Creative direction is currently led by Ian Griffiths. The house is part of Max Mara Fashion Group. Collaborations with designers such as Anne-Marie Beretta and Karl Lagerfeld brought innovative silhouettes and materials while maintaining the brand’s focus on longevity and sophistication. Today the company remains family-owned and operates more than 2,500 points of sale worldwide. Its collections encompass womenswear, accessories and footwear, maintaining an emphasis on sleek tailoring and neutral palettes.

Max Mara’s philosophy is founded on restraint and empowerment. Achille Maramotti believed that clothing should serve the modern woman’s lifestyle without dictating her identity. The brand’s signature coats are designed to be heirloom pieces, crafted from high-quality fabrics and cut in classic silhouettes that flatter a range of body types. Creative director Ian Griffiths has described Max Mara as a “rock in the sea” of fashion trends: rather than reacting to each new wave, the company offers stability through refined, functional design.

This commitment to consistency extends to the brand’s communication, which avoids seasonal gimmicks in favour of understated campaigns. Max Mara champions craftsmanship and invests in research to develop fabrics that are luxurious yet durable. It also supports initiatives that celebrate women’s achievements, linking its products to narratives of independence and confidence. By prioritising quality, practicality and subtlety, Max Mara positions itself as a bastion of enduring style rather than disposable fashion.