Coat by Max Mara

13.05.2019

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 world 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 Fontanesi 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 Achcile Maramotti in 2005, the group of companies is run by his sons and daughter.

Few figures about Max Mara

To the group Max mara includes 41 companies. The group operates 9 brands that produce over 60 collections a year. In a group Max mara more than 5000 people work. Products 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. That's why the models Max mara always so relevant and fashionable! Surely 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 the 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. Clothes for leisure, for outing out of town, for fresh air and good mood. But don't think that Weekend max mara - these are down jackets and nothing else. Under the brand Weekend max mara a wide range of products is produced - from jeans and sweaters to shoes, accessories and bijouterie.

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 others. Every thing Marelladesigned so that you enjoy wearing, and all around - from looking at you.

Iblues

Iblues Is the brand of the group Max mara for young, bold 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 marain 2019.

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-made 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 made 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 \u200b\u200ba 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.

The famous Max Mara company celebrates its 60th anniversary in 2011. Over the years, Max Mara has created many collections, but especially it is necessary to pay attention to the Max Mara coat.

A coat is exactly that wardrobe item that can highlight your femininity and elegance, and a coat from Max Mara is a coat in which you will look simply luxurious, it will become an integral part of your wardrobe. Laura Lusuardi, the creative director of the Max Mara brand, says that, in her opinion, you can look fashionable by wearing the brand. And you can trust her, she worked in the company for 50 years.

Laura, like Max Mara, is from Reggio Emilia. She was born and raised in a family that has been selling fabrics for a long time. The parents had a small shop there, in which Laura was used to seeing luxurious fabrics from childhood. And therefore she has a reverent attitude towards them, as, indeed, towards fashion. And it is not surprising that as an 18-year-old girl, Laura came to work for Achille Maramotti. Fashion for her already had an attractive force. And she firmly decided to devote her life to it. Maybe that's why Marramotti, without hesitation, took the girl to work. True, in the beginning, all her work consisted in the fact that she was delivering coffee, in other words, she was running errands. (Think of the movie The Devil Wears Prada).

The Maramotti company was also just developing then. Achilla Maramoti was 24 years old in 1951. He graduated from the University of Parma Law School. And somehow communicating with one of his clients, who was engaged in the production of raincoats, I thought about trying to open his own business. And how not to dare to take such a step, when in the family before him many were already engaged in a similar craft, i.e. sewing. The family carefully preserved the traditions of their craft heritage. The grandmother was the owner of the atelier, and his mother Julia Fontanesi Maramotti taught sewing and sewing courses and at the same time taught her pupils to be independent women. In those distant 20s, this was very relevant. The First World War recently ended, many women remained in the family for both mother and father, and for older sisters and brothers - men were sorely lacking.

The Max Mara coat is the first collection.

Maramotti's main goal was to open a clothing factory. He really appreciated all his capabilities, developed a business plan, and chose the target audience - women with average income. At the time when Maramotti was starting to implement his business plan, most of the Italian craftsmen sewed clothes by hand and to order, which cost many people very much beyond their means. By the way, his first collection consisted of just one coat and one suit. Where to place such a modest collection? And here Achille was not taken aback. He convinced the owners of fabric stores to place his collection on. And suddenly, surprise! His coats were recognized by buyers as the best. Although, can it be called a surprise, when a reward always follows for work and patience, especially since it was work that Achille did not only with his own hands, but also with his soul. Soon 200 people worked for him, and in 1964 he opened the first store, after which the next ones began to grow ... Yes, his products became popular and recognizable.

Maxima was formed to manage the chain of stores. This is how the new brand name came about, which is known today as Max Mara. And together with the company, Laura, the future creative director, grew and acquired knowledge. She watched all the processes taking place in the company, and when she was offered a design job, Laura carefully coordinated all the details of preparing the collection of the then new Sportmax brand. Yes, it was safe to say that Achille Maramotti was not mistaken in her, just as he was not mistaken in choosing all his employees, his entire team, fanatically passionate about work. There are no random people in the company, everyone works and lives like one family. Everyone here knows that the success of the company depends on each of them, so it is not customary to relax. Laura herself speaks about this. Is it possible? The main principles of Maramotti are to enable people to grow and develop professionally, and besides that, the owners of the company themselves work hard from generation to generation, and thereby set an example for their employees. It turns out everything is very simple…. Many have worked here for at least 15 years and more. The company continues to select young and talented designers in whom it fosters a creative approach, diligence, appreciates creative thinking and non-standard ideas in them. To realize your ideas, you need patience and knowledge of fashion history - these are the basic principles that are laid in the training of young designers.

Max Mara already in the mid-60s had several lines, mainly they were focused on youth demand. These are the lines: My Fair, Max Mara Pop and Sportmax. Then the ideas of differentiating fashion by age were born, and such lines as Marella, Persona, Pianoforte, Marina Rinaldi and others arose. Today the company has 23 stand-alone brands. In the 70s, the company opens boutiques in France, Belgium, Holland, Great Britain. It was only in America that Max Mara opened its existence in the 90s. The newspapers enthusiastically greeted "... the giant of Italian fashion ...". Today there are more than 2,000 boutiques in 105 countries and 5,000 employees worldwide. In 2010, the turnover amounted to 1.2 billion euros.

Over the years of the company's existence, a unique collection has been assembled, which, in addition to coat models from different decades, presents photos, magazines, and sketches. The archive contains about 4500 vintage models collected from all over the world from the beginning of the 20th century to the present day. All this is available to all employees, but mostly designers who take inspiration from studying the history of fashion often use the archive, and as Laura Lusuardi says - “... thereby confirming the philosophy of Max Mara - fashion is history, fashion is culture”. "Beauty is difficult to create, but it is even more difficult to preserve and preserve it" - so the great Leonardo da Vinci said. Max Mara succeeds in both. Max Mara models are the embodiment of femininity. This is probably why Laura Lusuardi, under the impression of Russian history and culture, under the impression of the works of the great jeweler Faberge, created a new model called "Anna", which is dedicated to the heroine of Leo Tolstoy's novel "Anna Karenina". The model was first named with a female name. This coat is the embodiment of grace and luxury. The model is decorated with a mink collar, trimmed with gold brocade and lining - with an astrakhan fur print.

Achille Maramotti has always approached everything in his work with innovative ideas. He invited famous designers to collaborate, so the Max Mara collections are associated with the names of Dolce and Gabbana, Narciso Rodriguez and many others. When such professionals are surrounded, it is easy for everyone to work and, most importantly, in pleasure. It was Achilla Maramotti who discovered the principle of displaying goods (which is now quite obvious) - all coat models were demonstrated along with accessories: bags, shoes, etc. Such a demonstration was an attractive force. The fame and fame of Max Mara continues to grow now. “… The coat has no age ..” - how can she disagree with Laura Lusuardi, if almost all Max Mara coats from the collections of different decades are still relevant now. There are many examples to support this, for example, the 101801 coat, which is still the company's cult model today. This coat is very popular every year during the demonstration of the collection, it does not go unnoticed, so it is repeated again and again from season to season. The coat was created in 1981 from wool and cashmere, with large sleeves - kimono. It is already 30 years old and its design has not changed since then.

Laura Lusuardi says that now the company's design task is to make the Siberian goose down jacket equally popular. By the way, the name of the new coat is "" and the down jacket with Siberian down is a tribute to Russia.

It seems that after reading about the famous company, you will think and say, "And I should also have a coat from Max Mara, because Max Mara today is a lifestyle."
Max Mara is a family business and in 1989 Achille Maramotti handed over the management of the company to his children, who cherish their craft heritage.

Fashion house "Max Mara" is known for its ready-to-wear lines. The company was founded by Italian entrepreneur Achille Maramotti in 1951 in the city of Reggio Emilia. As of March 2008, the Max Mara brand is represented by 2,254 stores in 90 countries of the world.

Achille Maramotti began creating haute couture fashion in 1947. He also officially founded the Max Mara Fashion House four years later. The second component of the brand name, "Mara", comes from his surname "Maramotti", while the first, "Max" refers to Count Max, a local, real-life count who always managed to look stylish, but rarely appeared before the public sober.

Maramotti was one of the first to see that the future of fashion lies in the mass production of designer clothing. He also sought to emphasize the importance of the Max Mara brand by announcing the names of the designers and companies that collaborated with him, including such current luminaries in the fashion world as Karl Lagerfeld, Jean-Charles de Castelbajac , Narciso Rodriguez and Dolce & Gabbana Fashion House. Max Mara remains in the hands of the Maramotti family and its members love to keep the veil of secrecy about their brainchild.

The Italian fashion house "Max Mara" spawned 32 labels, but the main goal of the companies to this day is to meet women's demand. Other brands include "Sportmax", "Sportmax Code", "Marella", "Weekend Max Mara", "Max & Co.", "Marina Rinaldi", "iBlues" and "Pennyblack". The company "Marina Rinaldi", named after the grandmother of Achille Maramotti, was founded in 1980.

Achille Maramotti was born on January 7, 1927 in Reggio Emilia, Italy. He received his part of his education in Rome, after which he earned a degree in law from the University of Parma. According to the 2005 Forbes ranking, Maramotti was one of the richest people in the world with a fortune of US $ 2.1 billion. He was a serious patron of the arts with a special love for the Expressionists, as well as a major investor who favored Italian banks.

Maramotti died in Albinea, Italy (Albinea, Italy), January 12, 2005. His sons, Luigi and Ignazio, and his daughter Ludovica, inherited his business. Luigi is the chairman of the company. Maramotti wished that after his death, the largest and most important part of his collection of contemporary art from Europe and America would be available to the public.

Max Mara was founded in the early 50s of the last century. At that time, renowned couturiers ruled the world of fashion, serving a narrow circle of clients - aristocrats and Hollywood stars. At this critical time, young Italian Achille Maramotti begins to create fashionable, comfortable and affordable clothing. Today the company is headed by the son of Akkile Maramotti Luigi.

The first Max Mara collection was presented in 1951. Clean lines and well-cut models were a great success. Emmanuel Kahn, Karl Lagerfeld, Dolce and Gabbana, Luciano Soprani, Anna-Maria Beretta had already cooperated with the company by that time, but the buyers were not aware of this, because Max Mara deliberately hides the big names of its designers from the press and clients. Maramotti believes that the finished product is a merit not only of famous designers, but of the entire Max Mara team.

For over 50 years, Max Mara has been striving to move away from fashion to design. Fashion is not forever, but design is forever. Perfect design can embody all fashion trends on the canvas of classic images.

Max Mara produces 13 clothing lines annually, their number growing from season to season. Each of them is unique and is the answer to the specific needs of a woman - the ratio of fashion, style, quality and price.

Max Mara collections,
presented at MODA CENTER


Studio This line has combined simplicity and chic, while maintaining democratic pricing. The silhouette is slim, loose and comfortable. The character of the collection is clearly expressed from season to season: emphatically feminine models, textured and flowing fabrics, individual print groups and a wide range of colors. The line is also very popular due to its versatility, because contains models for any type of exit, and the variety of assortment allows you to collect a complete image.	Sportmax Starting its existence back in 1969, Sportmax was conceived as a line of youth clothing, and today has become an independent sister brand for Max Mara. This is the most daring and extraordinary line, designed for women who pay attention not only to the quality of clothing, but also to its special style. Sportmax designers manage to create their own trends, while stepping in one with fashion trends. Sportmax looks can be very feminine and cozy, or they can be aggressive and "street". Much attention is paid to mixed parts and accessories.	Max mara This line is central to Max Mara, reflecting the brand's global image. The models of this line have a clear style that is formal and modern at the same time. The symbol of each collection is a branded seam, which is made by hand, using only high quality natural fabrics. The Max Mara line creates a mature and graceful image of a modern woman who gives her heart to timeless classics, but loves to experiment with details.

Weekend A collection of urban clothing made up of individual pieces that can be easily combined with each other. A modern and energetic woman, regardless of age and style, can become a fan of these casual wear for relaxation and everyday wear.	"S Max Mara Luxurious style for dynamic and modern women. This line is radically different from all Max Mara lines. The first thing that catches your eye is the high quality of the fabrics used, as well as the simplicity of the images, striving for minimalism. The creative process of creating S MaxMara collections begins with the material. First, the fabric is selected, and then the sketch of the model is created. Therefore, every detail is thought out to the smallest detail.	SPORTMAX CODE If Sportmax is Max Mara's sister brand, Sportmax Code is its playful niece. Stylish and high quality clothing with elements of a sporty style, inspired by modern life and good mood. Refined elegance, full of irony, embodies sexuality and youth. Sportmax Code is comfortable clothing outside the framework and conventions, these are original interpretations of fashion trends.

Accessori In addition to the main lines, Max Mara produces a very special collection of luxury bags, shoes and accessories made from genuine leather and modern materials. The models of this collection successfully complement any Max Mara line and are distinguished by high quality and a holistic image.	! Shine This line is considered "young" not only because of its relatively recent appearance, but also because of the feminine, light and youthful image that designers create. The models of this line are made of luxurious fabrics, both dense and heavy, and thin, almost weightless. A distinctive feature - delicate and light colors, complemented by bright decorations in the form of precious stones or colored art prints.	Here is the cube An offshoot of the "S Max Mara" line, The Cube has earned special attention from connoisseurs of the brand, presenting faithful clothing in a unique and original form. The uniqueness of The Cube coats and down jackets is their versatility. can be easily changed and alternated according to mood.