Max Mara is an esteemed Italian fashion house that was established in 1951. Founded by Achille Maramotti, who hailed from a lineage of the renowned fashion designer Marina Rinaldi, the brand symbolizes a dedication to haute couture. Despite completing law school, Maramotti consciously chose to carry forward his family’s legacy and immerse himself in the world of high-fashion. Departing from the traditional approach of hand-tailored garments, Maramotti introduced a groundbreaking concept of manufacturing high-quality women’s clothing. The inaugural collection, featuring a camel coat and a geranium red suit with sleek and precise cuts, experienced an instantaneous triumph.

Throughout the 1960s, Max Mara continued to refine its production techniques while broadening its product range. Collaborations with esteemed designers of the era, such as Luciano Soprani, Karl Lagerfeld, and Jean-Charles de Castelbajac, contributed significantly to enhancing the brand’s reputation and value. At the core of the company’s ethos is an emphasis on the brand itself, rather than the individual designers behind it. In the late 1960s, the brand relocated to London, driven by an aspiration to tap into the vibrant creative energy that permeated the city during that period. This move birthed the collection known as Sportmax, specifically targeted at the distinctive youth market.

Throughout its history, Max Mara has long showcased a strong focus on coats, establishing them as a cornerstone of their collections. In the 1980s, the brand introduced their iconic “101801” wool coat, crafted from a luxurious blend of the finest wool and cashmere. With its double-breasted design and kimono sleeves, this coat became a revered symbol of the house and has remained unaltered in its design, appearing in every subsequent Max Mara winter collection. The coat has been immortalized in numerous works by artists and photographers alike.

Although Achille Maramotti passed away in 2005, the Max Mara company remains firmly in the hands of the family, with his sons Luigi and Ignazio, along with his daughter Ludovica, carrying on his legacy. Presently, Max Mara offers clothing under 35 different labels, including Max Mara, Sportmax, and Max Mara Occhiali. Additionally, the brand pays homage to its fashion matriarch, Marina Rinaldi, with a dedicated line. With a global presence, the company boasts over 2,000 stores across more than 90 countries. Over the years, Max Mara has expanded its offerings to include accessories, bridal wear, and fragrance.

Max Mara fragrances, developed in collaboration with Selective Beauty, have made a noteworthy entrance into the market. The initial fragrance, Max Mara for women, was introduced in 2004. The brand’s fragrance line currently consists of six distinct perfumes, created by perfumers Olivier Cresp, Vincent Schaller, and Daphné Bugey. These fragrances reflect the brand’s commitment to excellence and craftsmanship while adding another dimension to the Max Mara experience.