Why a Max Mara coat is the ultimate sartorial investment
As the Italian house celebrates its 70th anniversary, we take a look at how its signature piece, the blanket coat, has become the final word in outerwear
This year marks the 70th anniversary of the now-legendary Italian fashion house, Max Mara. Founded in 1951 by Achille Maramotti – a sartorial trailblazer who pioneered ready-to-wear fashion in post-war Italy – Max Mara’s timeless designs instantly caused a stir and the brand has been a force within the fashion world ever since. Over the last 70 years, the label’s elegant yet effortless designs have become fashion favorites for women around the world, including industry insiders and the Hollywood A-list, including the likes of Angelina Jolie, Viola Davis and Cate Blanchett.
In fact, the caliber of Max Mara’s clientele is reflective of wider societal shifts, and something creative director Ian Griffiths is keen to point out. While, initially, Maramotti envisioned his label as the go-to for the wives of Italy’s professional elite, in the years since, as women across the globe have become power players within their own right, Max Mara has become the fail-safe uniform of women leading the charge across a range of fields. Max Mara is even a favorite of vice president of the United States, Kamala Harris, which tells you everything you need to know about the quiet power and confidence the label’s understated, yet luxurious designs exude.
And while the label has grown to cater to every facet of a woman’s closet, its signature piece is undoubtedly one of its originals, the woollen blanket coat (when the label was first founded, it produced just two designs, a camel coat and a red suit). While the offering has expanded, Max Mara’s sumptuous coats have remained a core part of the label’s DNA.
“These cozy coats are, above all, practical – there’s no chicer way to protect yourself from the elements
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It’s no exaggeration to say that Max Mara is the final word when it comes to outerwear. ‘Investment piece’ is a phrase that gets bandied around quite a lot in relation to fashion, but the brand’s exquisite woollen, silk and cashmere blend coats are truly deserving of the title. These cozy coats are, above all, practical – there’s no chicer way to protect yourself from the elements – but also promise to add instant polish to every look.
However, with Max Mara boasting not just one but four trademark designs – and with each as desirable as the other – whittling your final choice down to just one promises to be tricky. Design purists will love the double-breasted ‘101801 Icon’ coat, while the more fluid, belted ‘Manuela Icon’ makes a fail-safe choice for women who want elegance and ease. Similarly, the ‘Ludmilla Icon’ coat, complete with floor-sweeping hems, takes this laidback look to another level. Elsewhere, the ‘Teddy Bear Icon’ style combines luxury with a sense of playfulness, thanks to the cozy fabrication.
Moreover, whatever style and color you’re drawn to, whether it’s a classic camel hue, rich chocolate, jet black or a statement scarlet shade, these infinitely wearable coats can be layered over everything from blue jeans to oversized suiting and feminine dresses to add an air of insouciance and sophistication to any outfit. It’s this endless versatility that gives Max Mara’s coats universal appeal, something that can be said of very few pieces of clothing.
It’s easy to think that, in a fashion context, heirlooms are limited to the likes of fine jewelry and watches. However, Max Mara’s unwavering commitment to quality means that the label’s iconic coats more than qualify. If given the appropriate care, a Max Mara coat will last you a lifetime, and given the fact that that the basic blueprint has barely changed in the label’s 70-year history – a testament to its genius and singularity – it can also be passed onto future generations.
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