History of the Max Mara Coat

When a fashion house succeeds in creating an iconic product, it can mean producing one hundred thousand garments every year. A quick calculation leads the imagination to materialize the figure of 2250 garments every week. This means producing more than 400 garments every day. It is at this point that Cavaliere Maramotti raises the curtain on the manufacturing process, whose potential he sensed in the early 1950s.

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Learn the history of the iconic 101801 Max Mara camel coat

The Max Mara 101801 camel coat was created in 1981, thanks to a direct collaboration between the Reggio Emilia company and French designer Anne-Marie Beretta. In addition to theMax Mara suits , the coat has outlined the entire entrepreneurial history of the brand, consecrating its historical and global success. Together with the elegant Max Mara shirts , the camel coat is one of those garments that should always be present even in a minimal and basic wardrobe, printed among the 10 trendy garments that you can't do without. Elegant and versatile for every look, the coat scrupulously follows 100 production phases for each model, each garment checked through a dozen steps reserved for it through six quality control stations managed by a team that knows every little detail of the product. The materials chosen for the packaging have always been wool and cashmere, for a 101801 model coat that is 120 centimeters high and weighs 1.5 kg. It is made up of 18 pieces, produced in 89 steps and the overall production time is around 245 minutes. “A Max Mara coat is born from the search for a balance between fabric, shape, color and workmanship to achieve perfection,” explains the creator, revealing not only the value of harmony through which the garment is made, but also a perfect synergy between the various workers in the production team, between impeccable timing and craftsmanship. The distinctive feature of the Max Mara coat is the “dot,” the stitching that Achille Maramotti had the intuition to transfer from men's tailored suits to a product for a female audience. He has the merit of having managed to “Understand before anyone else that there was a new woman to dress, a woman who was starting to take ownership of her life and certain professions,” as Ian Griffiths, the brand's creative director for years, explains. In this way, Maramotti has reproduced a sartorial manufacturing for the first time on an industrial level, transforming it into the symbol of the success of Italian prêt-à–porter. After almost a month from the moment of cutting the fabric to the shipment of the packaged product, it is the moment of records: Max Mara coats are among the most requested models, and the brand boasts the trophy of having created the first packaged coat in history. Not only the best-selling model in Europe, but also the most purchased model in the world.

Why is the Max Mara coat so famous?

Ian Griffiths continues: “Quality in symbiosis with reality, this is what Maramotti had seen. Beyond. A feminist, yes, who didn't burn bras, no, but determined to dialogue with the world to get the best for herself. And only here, in Italy, and with a man like him, could all this be born and grow”. Meghan Markle, Kim Kardashian, Jennifer Lopez and many other celebrities could not give up the charm of the Manuela coat, while Gigi Hadid is immortalized in the iconic model 101801. Max Mara clothing is present in the wardrobe of all the most prominent celebs and in particular the camel coat represents an authentic symbol of elegance and belonging. Declaring the status of a sophisticated, elegant woman, attentive to fashion trends without being a victim, independent in her choices and confident in achieving her goals, it cannot be missing as an essential item in wearing a successful outfit. In fact, the Max Mara coat is so famous because it has become a symbol of the success of those who wear it, a personality who has not forgotten a hint of discreet humility, but capable of appearing with an elegance that is simply unrivaled. The secret ingredient of a perfect synthesis between entrepreneurship and creativity.

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