House of Max Mara: the history of the fashion brand. MaxMara - brand history
Max mara Is a world famous women's clothing. It is a symbol of quality and design. But what do you know about Max mara? Let's open the veil of secrecy! It is worth doing, because international success is Max mara there is a family history of 160 years and the most famous names in the world of fashion.
Max Mara history
history of the company Max mara began about a hundred years before its foundation. In the 1850s, Senora Marina Rinaldi ran a fashion studio in the small Italian town of Reggio Emilia. The atelier was famous for its high quality tailoring and attention to fashionable details.
In the 1920s, Senora Rinaldi's granddaughter, Giulia Fontanezi Maramotti, began teaching fashion design, published a series of books on tailoring theory, and opened her own fashion design school.
In 1951, Acchile Maramotti, son of Giulia and great-grandson of Marina Rinaldi, founded the company Max mara... A family passion for fashion, design and perfect tailoring led to his choice. Company Max mara specialized in elegant women's coats and suits.
Max Mara today
Today the group of companies Max mara- the flagship of the world pret-a-porter fashion. Exquisite fabrics, contemporary design and, as always, perfect fit make the product Max mara so popular in Italy and all over the world.
Max mara Is still a family business. After the death of Achchile Maramotti in 2005, the group of companies is managed by his sons and daughter.
Few figures about Max Mara
Into the group Max mara includes 41 companies. The group operates 9 brands that produce over 60 collections a year. In Group Max mara over 5,000 people work. Products and services Max mara is represented in 105 countries, it can be bought in 2,334 mono-brand boutiques, as well as in 10,000 multi-brand stores around the world.
Big names associated with the Max Mara brand
Over the years, the design for Max mara developed (anonymously) Karl Lagerfeld, Luciano Soprani, Dolce & Gabbana, Anne-Marie Beretta, Narciso Rodriguez, Moschino, Proenza Schouler and other equally eminent couturiers. This is why the models Max mara always so relevant and fashionable! Surely and over collections Max mara 2019 the stars of modern fashion worked, whose names have not been disclosed under the terms of the contract.
The name matters!
Name Max mara easy to pronounce in any language. Perhaps this is one of the secrets of the brand's international popularity.
Max Mara Group Brands
To the group of companies Max mara includes 9 brands that produce women's clothing, bags and accessories - for different situations, for women of different ages and different complexions.
Max mara
Max mara Is a clothing for women, in which luxury of details and exquisite cut are combined with practicality and convenience. Max Mara is a coat and suits for every day to be fashionable and elegant every day.
Sportmax line
Collection Sportmax was proposed by Max Mara in 1969, influenced by the swinging London atmosphere. Sportmax Is a more eclectic, more avant-garde alternative to the usual sophisticated and refined style Max mara.
Weekend Max Mara line
The name speaks for itself. Leisure clothes, for out-of-town walks, for fresh air and good mood. But don't think that Weekend max mara- these are down jackets and nothing else. Under the brand name Weekend max mara a wide range of products is produced - from jeans and sweaters to shoes, accessories and jewelry.
Max & Co line
Brand name Max & Co- for young creative women who want to create their own personal image, combining things of different colors and styles. Max & Co- for a modern, dynamic, eclectic and lively lifestyle.
Marella
Marella- these are clothes for young, dynamic, modern women who want to please themselves and be liked by others. Every thing Marella designed so that you enjoy wearing, and all around - from looking at you.
Iblues
Iblues Is the brand of the group Max mara for young, daring women who follow fashion trends, want to be part of the fashion world and are not afraid to experiment with their looks. Under the brand IBlues there is also a line Iblues Club- clothing in the style of "Sports and College".
Pennyblack
Pennyblack Is a brand for modern women that caters to their clothing needs for any time of the day and for all occasions. Pennyblack releases three lines. Pennyblack black label- for office and business meetings, elegant and fashionable clothes for work. Pennyblack gray label- fashionable and democratic leisure wear. Pennyblack pink label- bright colors and clean silhouettes for special occasions and evening outings.
Marina Rinaldi
Marina Rinaldi Is the legendary brand of the company Max mara, named after the great-grandmother of the founder of the company. Marina Rinaldi was the first brand in history to offer trendy, trendy clothing to curvy women. Collections Marina Rinaldi sold in more than 300 stores worldwide and convincingly proves that style is not a matter of size. Style is a matter of attitude towards yourself!
Persona
Persona Is clothing for young women in a wide range of sizes. Modern design, trendy prints and competitive prices make clothes Persona truly fashionable and affordable. Persona convincingly proves that every woman, regardless of her age and size, can be a fashionable person!
Max mara- women's brand No. 1 in Italy, the flagship of fashion and style all over the world. Max mara publishes its own glossy publication MM Magazine with a circulation of 500 thousand copies, sets the tone for what to wear, how to wear and what to wear, and knows exactly what lovers will wear in advance Max mara in 2019.
The history of the MaxMara brand is unique. First of all, a centenary prelude to the founding of this trademark. And also the name is a combination of the word "Max", easily pronounced in any language of the world and the first 2 syllables of the name of Maramotti Achille, the founder of the company. Today MaxMara is in the first positions in the ranking of women's brands. Publishes its own glossy magazine MM Magazine and reasonably dictates fashion trends in women's wardrobe.
Family background
If Senora Marina Rinaldi had not been an enterprising woman who is addicted to beautiful clothes, perhaps there would not have been such a beloved women's brand now. Thanks to her, in the 1950s. the traditions of family business were laid. Marina's fashionable atelier in Reggio Emilia, Italy, was renowned for its quality pieces. And the hostess herself - with great attention to detail, decorations. In the footsteps of her grandmother, Julia Maramotti followed her passion for modeling. In the 1920s. she managed to open her own school of fashion design and publish a whole series of publications on sewing theory.
This is the "inheritance" received by the son of Julia, the great-grandson of Senora Marina, Achchile Maramotti. He inherited a family passion for fashion, fashion design and professional perfectionism. Especially when it came to cutting and sewing. That is why MaxMara suits are so elegant and coats are flawless.
Brand foundation and development
MaxMara was incorporated in 1951. The first collection was presented in the year of foundation. Includes 2 coats and 1 suit with a haute coutoure allusion. But they were distinguished by their laconic style and price. The corporate identity was immediately defined - a clear cut, a non-aggressive palette, stylish high quality items. The philosophy of the brand was also outlined: these beautiful clothes were intended not for the celebrity audience, but for ordinary women.
1969 is dedicated to the launch of the Sportmax line. Its conceptual feature: female audience 18-30 years old. The popularity was overwhelming and the line quickly grew into a separate brand.
In the 1970s, the legendary double-breasted coat "101801" was developed, made of camel wool and became the brand's signature. It is still in the windows of flagship stores and on the stylish city dwellers who are fans of the brand. And the name of its designer - Anna Marie Beretta - is immortalized in the history of the Fashion House.
1981 was marked by the production of a series of outfits for curvy women. This was the beginning of the Marina Rinaldi brand.
1982 - the period of development and release of the MaxMara Weekend line. Her concept is to create clothes for everyday life and leisure for active women. Today it is also an independent trade mark of the company. A little later, the Max & Co line was dedicated. It reflects youth fashion trends, loved by this category of brand fans. The Fashion House also owns the trademarks Marella, Iblues, Pennyblack, Persona.
In 2005, Achchile Maramotti passed away, leaving the company to his children. The MaxMara fashion house is growing and developing.
MaxMara Collaborations
In addition to conceptual women's clothing, the achievement of the MaxMara Fashion House is the fact that the history of collaborations in general begins with it. In 1969, the designer of the brand Emmanuelle Kahn, in partnership with the French company La Redoute, created a capsule collection for her. For the fashion world, such a phenomenon was a novelty and even a challenge. Since then, the brand has been actively cooperating with various firms and designers.
In different periods, the brightest couturiers of our time worked anonymously on the collections: Karl Lagerfeld, Dolce & Gabbana, Narciso Rodriguez, designers Proenza Schouler and Moschino, Jean-Charles de Castelbajac. The same perfume line was launched in an alliance with Cosmopolitan Cosmetics.
Interesting is the latest project of the brand in the field of collobrations called "Max Mara Monopolis!" In alliance with Chinese artist Liu Wei, a true utopian city has been created for the futuristic set for the Max Mara pre-fall 2017 show in Shanghai. In addition to creating the entourage, Liu Wei put his imagination and hand to the capsule collection, which, in fact, was presented. 40s silhouettes and retro footwear are reimagined. And all for the sake of 11 items of the capsule collection for the active resident of the metropolis. Max Mara + LIU WEI - the first series in the See now - buy now format. After the podium procession, the items quickly went on sale in the flagship showrooms of the brand and on the website maxmara.com
At the moment, there are about 1200 brand stores in the world, and legendary coats are the desired item of a fashionista, regardless of age and nationality. Leading fashion minds are working on collections, as well as under the founder. Even if the terms of the contract do not allow the world to know its heroes, the history of fashion reveals these secrets over time. The main thing is that there are luxury items available to modern women. Original coats, down jackets, shoes, bags, dresses, knitwear of the MaxMara brand are comfortable and affordable.
→ Fashion → Max Mara brand. History of success.
Max Mara company appeared in the fashion horizon more than 60 years ago and immediately won numerous fans and continues to attract them to this day. Max Mara favorably combines excellent style, excellent quality and reasonable prices. Today, under the Max Mara brand, clothes, shoes, bags, sunglasses, perfumes and various accessories are produced.
Founder of the Max Mara brand Achille Maramotti born on January 7, 1927. The boy's family knew firsthand what the creation of clothes is. After all, once upon a time, great-grandmother Achille sewed clothes for women, and his mother was the owner of her own school of cutting and sewing. Therefore, it is not surprising that, even after graduating from the Faculty of Law, the young man did not study law, but decided to open a clothing company.
Maramotti named his company Max Mara. This name was born thanks to the combination of the prefix that gives the brand an international sound and the first letters of the name Achille.
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| St. Petersburg Max Mara store − 3.5(1) |
Moscow Max Mara boutique − 3.5(1) |
The debut collection of the brand was released in 1951 and immediately received the approval of fashionistas. The popularity of the brand began to grow rapidly, and this was largely due to the fact that Max Mara produced stylish, high quality clothing for a large consumer audience, while setting affordable prices. Most of the other brands produced clothing designed exclusively for the elite.
The combination of price and quality offered by the company allowed it to acquire numerous fans, demand grew, production expanded and after 7 years acquired an industrial scale.
In 1969, the company launched a youth line called Sportmax for girls between the ages of 18 and 30. The novelty so quickly won the love of numerous female fans that it was decided to transform it into an independent brand. Sportmax became the first sign in the creation of subsidiary brands of the Max Mara Group and subsequently opened other brands, among which :
- Max and Co is a line of casual clothing.
- Weekend - clothes for every day at affordable prices.
- Marina Rinaldi - clothes for obese women.
- Pianoforte is a line of evening wear.
- I Blues - exclusive clothing.
- Penny Black and Marella - clothes at low prices.
It is impossible not to mention that Achille Maramotti personally did not put his hand to the creation of any of his many clothing lines, he was never a designer. Max Mara has always invited designers to design its clothes. At various times, Karl Lagerfeld, Guy Pollen, Emmanuel Cannes, Anna Maria Bereta and Luciano Soprani worked for her. At the same time, despite the change of fashion designers, the style of the brand has always remained invariably elegant, so the fans of the brand remained in the dark about the name of the designer who created the next collection.
The 1970s saw the advent of the 101801 double-breasted camel wool coat that has become a true legend. This coat can still be found in the brand's brand stores today.
The Apennine Peninsula is famous for its talented sculptors and painters. And if the Renaissance era brought Italy the reputation of the queen of fine arts, then the middle of the last century gave her the status of the capital of world fashion. 
In the 50s of the twentieth century, the young Italian lawyer Achille Maramotti abruptly changed his fate. Following his family vocation, he founded an unusual enterprise for those times - sewing and selling ready-to-wear clothes. What was the 24-year-old boy thinking? After all, the Italians remained faithful to their ... dressmakers. It seemed that the custom of dressing at the craftswomen of the sewing business could not be sent to the forefathers, but time has shown something completely different ... 
Read also: As the great-grandson and son of a dressmaker, Achille Maramotti knew women well. He offered his clients natural fabrics and an elegant silhouette. Despite the gloomy forecasts, after 7 years, Maramotti's modeling business began to bring good profits. Italians have finally appreciated the opportunity to buy ready-made dresses at affordable prices. 
Read also: Despite the fact that the Italians liked the products of the Max Mara House, its designers did not immediately say their word in World Fashion. The first models of the Italian maestro - coats and dresses, fitted at the waist, were sewn under the impression of the creations of French couturiers. But soon Achille Maramotti had his own "voice". The explosion of sunshine, youth and energy that swinging London experienced inspired the couturier to create sportswear and unisex clothing. This is how the Sportmax series was born. 
Today the Italian Fashion House MaxMara unites half a dozen fashion brands. And its production is in third place in the country. Read also: Until the beginning of the 80s, the development of the brand went smoothly. And so a happy muse who visited Anna Beretta gave her the idea of a coat with a double-breasted collar, made of soft cashmere. The famous coat, model 101801, invented by the French designer for Max Mara, was destined to play first violin in the orchestra of conductor Achille. Instantly winning the hearts of fashionistas, the 101801 coat is still the leader in every winter collection provided annually by the House of Max Mara for the judgment of the spectators. 
… The creator and inspirer of Max Mara Fashion Group, Achille Maramotti, has not been with us for six years already. But his Fashion House continues to delight with refined and elegant coats: short and knee-length, close-fitting and with a straight silhouette, with leather belts and fur details, they remain a desirable dream for every modern woman with good taste. 
It is difficult to find at least one person keeping pace with the times, who at least once in his life has not heard about the MaxMara fashion brand. But few people thought that painstaking work has been standing behind such popularity for more than 60 years. All this time, the MaxMara brand has remained faithful to quality, laconic style and the image of a confident and modern woman. This giant of the fashion industry, without betraying itself, never seeks to grab a fickle fashion by the tail, creating models that have been relevant for decades. This strategy brings more and more fans into the cozy embrace of the famous brand.
Many would be interested to know who is behind the brand? The MaxMara brand begins its history in the small Italian town of Reggio Emilia. The founder of the company, Achille Maramotti, was born here in 1927. The MaxMara founder's tales of his family lead to the idea that his entry into the fashion industry was secured even before he was born. And the main role in this was played by his mother and grandmother. So, in the male line, his great-grandfather was a farmer, and his grandfather and father were literary men. Achille received his love for fashion from his great-grandmother Marina Rinaldi, who kept her atelier, and his mother, Julia Fontanesi Maramotti, who taught cutting and sewing courses in her city. Mother Achille Maramotti was a modern independent woman and instilled these qualities in her pupils. For such women, the MaxMara collections were later created.
At a young age, Akkile Maramotti, who has a talent for sewing, has already chosen a further path for himself. But he decided to go beyond his great-grandmother and mother. Therefore, in order to gain more knowledge for running his own business, the young man enters the law faculty of the University of Parma. After graduation, he gained experience for a few more years in a Swiss company for the production of outerwear.
In the middle of the 20th century, fashion was the preserve of movie stars and the bohemian elite. Middle-class women had to settle for mediocre clothing or pay large sums for custom tailoring. At such a time, Achille Maramotti makes his first revolutionary step in the fashion industry. In 1951, at the age of 24, he founds his company MaxMara.
The second part of the brand name comes from the beginning of the Maramotti surname. But the origin of the first part has two versions. The first one says that it appeared as a prefix for better sounding in the international market, because Maramotti was planning such prospects already at that time. The second option: this is a real-life "Count Max", which was distinguished by an exquisite style of clothing.
When MaxMara prepared its first collection in 1951, it consisted of a suit and two coats. Models got inspiration from French shows. Achille sewed his first creations himself. Due to the fact that the collection was so small, it was decided to place it in the window of a fabric store. Despite the extravagant decision, this collection was a huge success. There were several reasons for this:
laconic style of models, calm colors;
high quality of the product;
first steps in mass production of designer clothes.
Production began to grow gradually. By 1958, tailoring the MaxMara brand had reached an industrial level, with 200 people now employed at Akilla.
The visiting card of MaxMara: since the basis of the first collection was a coat, it also had a dominant position in the works of the MaxMara brand in the future.
This model has undergone some changes over time, but has not lost its relevance to this day.
MaxMara coats are famous for their excellent quality, they are able to maintain their original appearance for many years, and with proper care, for decades. For their production, either 100% wool or cashmere blends are used.
Today MaxMara has a huge collection of about 4500 models of vintage coats of its own production. Also in this collection are photographs, sketches and magazines.
Another innovative idea of Achille Maramotti was the demonstration of models along with accessories: a bag, shoes, glasses and more. What we take for granted today was a revelation at the time.
In the process of development and expansion, the MaxMara brand launches new fashion lines. Classic style remains on MaxMara.
In 1980, the Marina Rinaldi line was born, for women in age and in body. She was named after her great-grandmother Achille Maramotti.
In 1982, the new Weekend line was created. These are comfortable clothes in a classic casual style, well suited for every day and for outdoor activities.
Later, the Max & Co line was released - classic models in casual style.
MaxMara has many lines, these are:
SportMaxCode is a feminine and glamorous line for young women, designed with vibrant colors and fashion trendsiBlues - exclusive and expensive models
Pianoforte - a line of evening dresses for special occasions
MaxMara Studio and S MaxMara is a classic collection of premium level, it is more affordable than MaxMara, and is designed for business women over 20 years old
Marella and Pennyblack - inexpensive clothes of the MaxMara brand
MaxMara Defile and Sportmax Defile - a line of the "maxi lux" level, created especially for the show in Milan
Accessories - a line of accessories that harmoniously complement the main collections
MaxMara Occhiali - a line of sunglasses with exclusive designs and excellent quality
In 2005, on January 12, Achille Maramotti dies, leaving his sons Luigi and Ignazio and daughter Ludovica with the company. He established a sales network in 90 countries, which included more than 1240 stores. At the time of his death, Achilla was 78 years old and he was on the list of the richest people. Before his death, in 2004 he presented the first MaxMara fragrance.
Achille Maramotti realized his plans and made designer, high-quality clothing available for many women. Numerous lines of the brand allow you to choose the right model in the required price range. She still reflects the modern, independent woman of the era.
MaxMara today takes a worthy place in the global fashion industry. The company confidently holds the third place in the production of clothing in Italy. It reflects everything that is commonly called the phrase “made in Italy”.