Max Mara

Summary

Established in 1951 in Reggio Emilia by Achille Maramotti, Italian fashion house Max Mara designs and retails high quality ready-to-wear. Though the company remains in the hands of the family, it is present in 105 countries. The luxury fashion brand’s 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

Max Mara envisions itself as the ultimate symbol of Italian luxury and sophistication, renowned for its elegant, minimalist designs and timeless appeal. The luxury brand’s vision is to continue being a global leader in women’s fashion, offering high-quality collections that merge traditional craftsmanship with contemporary trends. By creating clothing that reflects simplicity and refinement, Max Mara aspires to empower women around the world, helping them express their personal style with confidence and grace. The brand seeks to maintain its reputation for delivering pieces that are not only stylish but also impeccably tailored and enduring in both form and function.

A key aspect of Max Mara’s vision is its commitment to sustainability and responsible fashion. Recognizing the importance of ethical practices in today’s fashion landscape, the brand aims to implement more eco-friendly production methods and materials. Max Mara envisions a future where luxury fashion and environmental responsibility coexist, ensuring that its products are crafted with a focus on minimizing environmental impact while maintaining the highest standards of quality. The brand strives to lead by example, promoting a more sustainable approach to fashion that resonates with the values of its discerning customers.

Max Mara also envisions itself as a brand that celebrates and supports women’s diverse roles in modern society. By designing collections that cater to the multifaceted lives of women, Max Mara aims to provide clothing that seamlessly transitions from day to night, from work to leisure, without compromising on style or comfort. The brand’s vision is to create timeless, versatile pieces that empower women to feel confident and stylish in every aspect of their lives, solidifying Max Mara’s place as a brand synonymous with elegance, strength, and sophistication.

Mission Statement

Max Mara’s mission is to design and produce luxury fashion that empowers women through timeless elegance, exceptional craftsmanship, and modern functionality. The brand is committed to creating collections that reflect simplicity, sophistication, and versatility, allowing women to express their individuality with confidence. Max Mara seeks to offer impeccably tailored clothing that combines high-quality materials with expert Italian craftsmanship, ensuring that each piece provides both style and longevity. By staying true to its heritage of understated luxury, Max Mara aims to be the go-to brand for women who value classic designs with a contemporary edge.

In line with its dedication to sustainability, Max Mara’s mission also focuses on promoting responsible and ethical practices within the fashion industry. The brand is committed to reducing its environmental impact by embracing sustainable materials and eco-friendly production methods, all while maintaining its signature level of quality. Max Mara strives to align its operations with the growing demand for conscious fashion, ensuring that its products not only meet the highest standards of luxury but also reflect a commitment to preserving the planet for future generations. Through its focus on quality, sustainability, and empowering women, Max Mara seeks to create a lasting legacy in the world of fashion.

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

Max Mara’s collections are known for their timeless elegance, sophisticated tailoring, and luxurious fabrics. The luxury fashion brand offers a wide portfolio of ready-to-wear pieces that cater to the modern woman, including coats, tailored suits, dresses, and knitwear. Each collection reflects Max Mara’s commitment to impeccable craftsmanship, with a focus on creating versatile pieces that effortlessly combine classic design with contemporary trends. From its iconic camel coats to sleek, minimalist separates, Max Mara’s collections are designed to be both stylish and functional, offering enduring wardrobe staples that can be worn season after season.

In addition to its fashion collections, Max Mara provides personalized services aimed at enhancing the customer experience. The luxury brand offers bespoke tailoring and made-to-measure options, ensuring that each garment fits perfectly and meets the specific needs of the client. Max Mara also delivers an exclusive, luxury shopping experience through its flagship stores and online platforms, offering personalized styling consultations and access to limited-edition items. With a dedication to exceptional customer service and attention to detail, Max Mara ensures that every client feels valued and has access to the finest in Italian luxury fashion.

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