Simplicity, perfection, modernity and quality, here are some words that could define the Italian brand Max Mara… This house created in 1951 has always had at heart to sublimate the woman without distorting. And that’s what we love, her perfect pieces so timeless and classes! See you rue St Honoré shopping for pure luxury in the new shop of the brand!
Max Mara is a first coat, released in 1981. A coat suitable for the image of the woman of the 80s, an active woman, businesswomen… broad shoulders, kimono sleeves, side pockets and borrowed croisure the male costumes. This model was not created to make the headlines, but to satisfy the active woman who could now juggle work and private life.
Extremely comfortable thanks to the material it is made of, mix of cashmere and wool scratched. Soon he was one of the best sellers of the house. Since it is the emblem of the brand and is seen reissued every year! This coat, it puts it without thinking, it goes with everything and is never out of fashion… The course of this model, classic, no wave, but in constant affection felt for him women, is to the image of the house Marmotti (founder of Max Mara).
In 1951, Max Mara was born. The first collection is somewhat succinct: a coat and a suit! Achille Maramotti is captivated by the world of Parisian fashion, which is why his first collections will be almost carbon copies of what is happening on the French shows. It is the first in Italy to industrialize the manufacture of clothing.
It builds on the “ready to wear” American 30s This enables him to dress the Italians who had the means to make make clothes to measure. But Achille Maramotti no longer satisfied to copy the French products, he decided to work behind the scenes for Max Mara, talented designers: Karl Lagerfeld, Jean-Charles de Castelbajac and Guy Paulin, are as their weapons in Italian industrial.
It allows them to industrialize their collection and they bring him modernity and new ideas. Today the company is run by the son of Achille Maramotti, Luigi, forty-seven years. So in Reggio nell’Emilia in Italy over ten thousand square meters, in an almost scientific ambience, with highly sophisticated equipment and a team rather young, that one works and cutting wool, cashmere baby, the angora, alpaca, camel hair … parts measured to the millimeter.
A coat application over 150 different manipulations, the more accurate are made by seamstresses and each seam is examined with a magnifying glass… The desire for perfection is one of the main rules of the house. The current style office has recently benefited from Dolce & Gabbana talent. But it is made daily of six young designers from prestigious London schools.
These can learn from the personal collection of the house, consists of more than 3000 pieces mottled over time among the greatest fashion… Max Mara has diversified and adapted to the tastes and needs of its clients. Thus were born Sportmax, for girls, Marella or Penny Black …
More recently, the brand has decided to draw a line of wedding dresses. In the style of the house, clean, fresh, without embellishment and infinitely class. Muslin is the main component of these dresses for a day, in a spirit of “bohemian racy.” They hold in check their sisters often overloaded… it’s Lusuardi Laura, who for over 50 years ensures the harmony of the group.
It’s everywhere, selects designers, advertising campaigns, staging fashion shows and design shops. It is the hyphen, the glue that allows Max Mara and continue to make us dream while keeping your feet on the ground!
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