Max Mara

Summary

Established in 1951 in Reggio Emilia by Achille Maramotti, Italian fashion house Max Mara designs and retails quality ready-to-wear. Though the company remains in the hands of the family, it is present in 105 countries. The brand ethos is clear: while it is rooted in Italian heritage it embraces modern technologies to stay relevant.

History

Achille Maramotti began designing couture in 1947 and officially launched House of Max Mara in 1951, at the impressionable age of 24. An Italian House of Brands, Family Owned Since 1951. The brand name is quite unique: “Mara” came from his surname while “Max” referred to Count Max, a local character who was seldom sober but always stylish. Maramotti was always keen to emphasise the fashion brand ahead of its individual designers even though they were a prolific set including Karl Lagerfeld, Jean-Charles de Castelbajac, Dolce and Gabbana, Narciso Rodriguez, and Anne Marie Beretta.

The brand history is quite interesting. Per the official group website, “In 1850 Marina Rinaldi, the founder’s great grandmother, owned and managed a major workshop in the centre of Reggio Emilia: an artisanal business whose attention to detail and finishes truly stood out. This almost visceral passion was later passed on to her granddaughter, Giulia Fontanesi Maramotti, who began teaching herself sewing and pattern-making in 1925, publishing a series of volumes dedicated to the ‘theory of cutting’.”

It was within this context that Cavaliere Achille Maramotti founded the first company of the Max Mara Group in 1951, today one of the most prestigious international fashion houses, recognised worldwide as the forerunner of modern ready-to-wear: “haute de gamme” women’s clothing produced using excellent industrial processes…”

Max Mara has always been ahead of its time. When Italy was devastated by World War II, Maramotti’s inspiration to design ready-made, fashionable apparel—initially inspired by the silhouettes of French couturiers—at a modest price, to lend dignity and sophistication to working women. Symbolic for impeccable silhouettes with a timeless sensibility and constructed from the most luxurious fabrics, Max Mara is revered for the classification of the coat, sharp suiting and accessories.

It made history by pioneering the couture- to- ready-to-wear movement, one that took most Parisian fashion brands until the late Fifties to embrace and another decade after that for ready-to-wear to carve a niche on the fashion landscape. What makes the brand relevant? Per W, “Max Mara, a pragmatic label that specializes in executive suite–ready tailored separates, captivates women in a way that flightier fashion brands simply cannot… Largely, this is because the product, while gently au courant in its silhouette, is not trend-based but needs-based.

The winds of fashion might shift, but good luck finding a tailored skirt without a pocket on Max Mara’s racks, ever. The proof of the company’s winning formula—a changing seasonal offer, with legions of always available classics—is in the years the clothes live in your closet. Shopping at Max Mara is not a sybaritic impulse, but a Cartesian one.”

Max Mara opened its first store opened in 1964, on Via Emilia. Lusuardi was recruited as an assistant in the company that year and in no time was promoted to the head of the design team; eventually, she oversaw design across multiple sub-brands. Through the years, Max Mara recruited freelance consultants including Beretta, Karl Lagerfeld, Domenico Dolce, Stefano Gabbana, Narciso Rodriguez, Giambattista Valli, Jack McCollough and Lazaro Hernandez. And, despite such powerhouse names on its roster, the fashion brand preferred to remain discreet.

Today, quite a few of the company’s sub- brands find common ground in quality, style and respect for the distinctive feature that make Max Mara Fashion Group one of the most relevant worldwide. These include Max Mara as its core and Sportmax, Sportmax Code, Weekend Max Mara, Marella, Pennyblack, Marella, iBlues, InTrend, MAX&Co. Persona and Marina Rinaldi.

Though the company remains in the hands of the family, the Group is present in 105 countries with more than 2,500 single-brand stores and over 10,000 multi-brand stores. Its ethos is clear: while it is rooted in Italian heritage it embraces modernity to stay relevant. Per W, “Achille Maramotti founded Max Mara in 1951. That year appears throughout the brand’s latest collection – on the back of a soft camel jacket and on the front of cozy sweaters.

A lot has changed since 1951, for Max Mara and also for the women who wear it. The new collection celebrates the professional women who have become Max Mara’s clientele and have risen, over the past 70 years, through the workforce and advanced gender equality. With a digital fashion show at the Triennale de Milano museum, Max Mara honors its past and gestures toward its future.”?

Vision

An Italian House of brands, Max Mara has been family-owned since 1951. This passion, commitment and tradition have created ten main brands that are famous worldwide. The fashion brand successfully retains its vision of linking high fashion with industrial methods of production. The relatively simpler clothing helped women to make a style statement at an affordable price.

Mission Statement

Creating high-end feminine clothing produced with industrial processes.

Awards and recognition

Max Mara is recognised for offering high fashion at affordable rates.

Key Team

Chairman Luigi Maramotti and Creative Director Ian Griffiths

Products and Services

Ready To Wear

References

• Official website Max Mara
• Jennifer Garner is the new face of Max Mara USA Today
• Twitter page of Max Mara Twitter
• Angelina Jolie Wears Chic Max Mara Coat Out In Los Angeles Elle
• Why the man behind Max Mara is the most influential fashion designer Guardian
• MAX Mara Fashion Group Forbes
• Facebook page of Max Mara Facebook
• Max Mara Vogue
• Max Mara Stays True to Its Roots W
• Max Mara SS24 Vogue
• Instagram page of Max Mara Instagram
• Max Mara FW23
• 70 years oF Max Mara W
• Max Mara Called Out on China’s Consumer Rights Day
• LinkedIn page of Max Mara LinkedIn
• Max Mara SS23 Vogue
• Max Mara Steadfast in Growth Plan WWD
• Max Mara Resort ’23 Vogue
• YouTube page of Max Mara YouTube