charming fashion

Max Mara in her long history, produced a “classic” clothing, and have it fixed in the vitality of this era is no accident. Max Mara 101801 number style coat, like a painting full of commas and question marks, but also changed the shape of camouflage, like the inside pocket also Chuaizhuo a Gogol novel. Which represents the personal feelings, and full of poetry. It is the lone exception and with a little mystery woman of the unique gift of love.

As Italian music, art and architecture, as, Max Mara coat is a feast for the eyes and let the world together to share one of the masterpieces of the Italian.

A story of a long camel coat

1951
Just to obtain legal professional diploma Achille Maramotti decided to join the Advanced Custom Women; the 19th century, his great-grandmother Marina Rinaldi in Reggio Emilia, opened a high-level tailor shop downtown, so his blood flowing into a work for the family clothing enthusiasm. His desire is to produce high-quality women’s clothing. This was definitely a crazy Italian idea, to know that time entirely on hand-made clothing. His first clothing line, is a camel coat and a geranium red suit, the future was reflected in the scale of production of the ideal characteristics: simple accurate, neatly cut and decisive lines. French design from the traditional style through the Italian to be interpreted, the success of this series in one fell swoop.

1960
MaxMara is not only to develop production technology, while the rapid growth of product series: In addition to the classic male style wide double-breasted jacket, elegant suits and the more sporty applications of products born.

The end of 1960
chille Maramotti again the first to seize the fashion trends of the transaction, the Group currently serves as director of fashion with the help and, instead, to create a brand new series. This is a new clothing concept: Sportmax, focusing on those who wish to highlight the personality style of the young women.

1980
Max Mara Group, another witness the birth of the symbols: Anne Marie Beretta designed double-breasted jacket, “101,801″ coat, the use of cashmere and wool blend fabric, with kimono sleeves, absolutely no doubt that selling a single product, has an annual the winter series is still in its presence can be found, not even the slightest modification.

1990
Group to consolidate its position. By working with Peter Lindbergh, Arthur Elgord and other famous photographers Richard Avedon, the introduction of “Sportmax Code”, “Occhiali Max Mara” and “S Max Mara” brand, so as to continuously expand the Group’s fashion items.

2011
After Berlin, Tokyo and Beijing, the show’s long history of Max Mara Group, “Coats!” Exhibition will be opened in Moscow to celebrate the 60th anniversary of the group. The exhibition will be October 12, 2011 to January 10, 2012 in Moscow at the famous National Museum. “Coats! Max Mara, 60 years of Italian fashion” by Max Mara on behalf of changing the classic dress – coats to show focus, to lead the visitors to appreciate the history of Italian fashion.

From the 50 years since the birth of the precious coat will be about 70 on a style show at the exhibition, will also be on display from the archives of the Max Mara design sketches and photos, including the classic 101 801 camel coat, long coat, Catherine I, love the flash Max Mara coats and a wide part of the former designer works, including Emmanuelle Khanh, Anne-Marie Beretta, Karl Lagerfeld, Jean Charles de Castelbajac, Dolce & Gabbana, Narcisco Rodriguez, Franco Moschino and stylist and designer Nanni Strada, the 1971 Sportmax designed for the futurist recent re-emergence of national wind coat, then it was income of the exhibition.

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