The Max Mara collection is dedicated to glamorous fashion for chic women who enjoy rediscovering a refined yet dynamic and practical look in everyday life. A modern and contemporary woman with a sophisticated and refined image, a look in line with the trends and suitable for the different occasions of modern life.
Sartorial tradition, luxury materials and details, experimentation, modernity and status: these are the distinctive traits of the Max Mara mood. Max Mara presents twice a year their collections on the catwalks of Milano Moda Donna.
Shapes, colours, fabrics and yarns: more than half a century of ideas and desires turned into reality. Max Mara was established in 1951 presenting a camel coloured coat and a geranium red suit. The founder was Achille Maramotti who, after graduating in law, devoted himself entirely to the family passion of dressmaking, anticipating the current prêt à porter idea in a period when fashion was only considered a handicraft activity. This first collection had essential and accurate characteristics which already showed the special features found in the next productions: clean cuts and rigorous lines, models inspired by the brilliant French styles fashionable in those days, reinvented with a typically Italian taste. Maramotti chose to specialise in what was probably the most difficult sector: high-quality outerwear. Coats and suits came under the category of durables. They were “difficult” garments to cut and sew, made of important high-quality wools, and they were generally entrusted to skilled tailors. In short, they were expensive garments made to last for years. The common thread that would have characterized the entire history of the company was then outlined in a combination of industrial production and high sartorial contents inseparable from high-quality materials.
Many other collections followed the first one: success was immediate and continued in time. The company developed a product range able to satisfy the requirements of all women. The aim Achille Maramotti set himself was to dress three types of women with different lifestyles, budget and, above all, different physiques. Those with average sizes were the typical Max Mara customer, who wore sophisticated, elegant clothes with a French air. 1961 saw the creation of the Conformato line (later named My Fair and now Marina Rinaldi), designed for women with plus sizes and a desire to follow the fashion of the moment; while for slimmer, and generally younger women, POP range was created: a youthful-style line of clothes that, opposed to the Max Mara and Conformato ranges, drew its inspiration from the hippest, most forward-looking city of the time, London, adapting that “London-Look” creativity to the tastes and the style of young Italian women. At the end of the sixties Achille Maramotti was once again one of the first to capture the creative ferment and to transfer it to his newly conceived collection, Sportmax, addressed to young women who wanted to differentiate their look.
During the 1970s Max Mara welcomed the collaboration with innovative designers such as Karl Lagerfeld and Nanni Strada, then followed by names such as Jean Charles de Castelbajac and Anne Marie Beretta who, season after season, gave their contribution of ideas to the creative team of Max Mara.
In the eighties the general cultural interest in exoticism and in ethnic style was reflected in Sportmax collections, which proposed jackets of Chinese and Austro-Hungarian inspiration. From a social point of view, the decade of the ’80s marked a major evolution in the professional role of women, a development that was closely interlinked with shifts in customs. This change brought the need of formal wear for the new “career woman”, who wanted clothes for both important occasion and leisure time. In order to satisfy these requirements, Max Mara created Weekend and Pianoforte (now Max Mara Elegante) collections, which together with the Max Mara range itself, were able to cover the needs of the modern woman by being both elegant and practical. The Max Mara range presented a formal line of clothing, suitable for the workplace, while the Weekend line was designed, as the name suggests, for leisure time. Pianoforte, for its part, was created with special occasions in mind, offering elegant outfits for cocktail parties and ceremonies.
The 1990s marked the conquering of international markets for Max Mara. By this time the company brand was already well established on all the European markets, as well as in the other continents: with around 1800 employees, the company exported 30% of its products.
Max Mara faced the first decade of the new century with a very positive outlook. The increase of brands and the geographical expansion policy would be the drivers of the development of the company.
The rest of the story is part of more recent history: the evolution of costume, the fragmentation of articles and the increasingly detailed demand of the female public have led to the creation of 22 collections, season after season; different in target and image, with the purpose of satisfying in a more complete way, the lifestyle of each individual woman.
Today Max Mara offers more than 60 collections, countless identities from which to choose based on the common features of quality, style, and respect for personality which the company of Reggio Emilia consistently offers in all its products.
The Max Mara Group is one of the largest international fashion houses and the first Italian clothing company. The Group owns the brands: MaxMara, Sportmax, Max&Co., MaxMara Weekend, Marella, iBlues, Pennyblack, Marina Rinaldi, Persona.