To The Max

Hot on the heels of 60 years in business, Max Mara continues to stand as an iconic reference for classic style. Dedications to high design and quality of construction are at the helm of the brand’s philosophy and have been since its onset. Yet modern implementations keep Max Mara thriving through original approaches to functionality and interactive platforms for customer participation on all new levels.

IN THE BEGINNING, THERE WAS STYLE

In 1951, Achille Maramotti took a departure from his studied craft—law—to tap into his family’s roots—ready-to-wear. The beginning was simple. The release of a camel overcoat and a classic red suit would set the tone for the Max Mara brand for decades to come. Success was rapid, and the ride has yet to slow down.

Within 20 years, Maramotti had not only established the aesthetic for the Max Mara brand—strong, clean lines approached softly for a sophisticated end result—but he’d also given birth to a diffusion line of sorts: Sportmax transferred the Max Mara DNA to a collection for young women with a defined sense of style. Fast-forward and we touch upon the heart of a brand that is not only still relevant, but continues to birth new approaches of dressing through technology.

THE POWER OF MANY

While the roster of chairmen and women at Max Mara still bears the Maramotti last name, the journey to greatness has included other great collaborators. Design powerhouses, such as Karl Lagerfeld, Jean-Charles de Castelbajac, Narciso Rodriguez, and Domenico Dolce and Stefano Gabbana have all, at one time or another, sported the Max Mara team jersey. And Max Mara’s commitment to talented team members is not restricted to the already established; the brand taps raw talent from some of the most prestigious international design schools as well.

It’s a clever move, seeing how the fashion house now offers various collections with a myriad of identities all speaking to fundamentals of quality and timeless style. Under the Max Mara umbrella stands a collection of brands that include Max Mara, Sportmax, ‘S Max Mara, Weekend by Max Mara, Max Mara Studio, Sportmax Code, Sportmax Beachwear, and Max Mara Elegante, Occhiali, and Hosiery.  The impressive display shouldn’t be a shock to many. Max Mara places equal importance of relaying their message as they do to creating it. The brand’s communications efforts are major, and as a result so are the communicators. The campaigns have been encapsulated through the lenses of some of the world’s very best photographers, such as Steven Klein, Steven Meisel, Richard Avedon, and Inez Van Lamsweerde and Vinoodh Matadin.