Sixty-six years ago,
Achille Maramotti gave rise to what is now an undying myth among all those who are passionate about high fashion: nicknamed “Max”, he was an eclectic character if placed in the post-war era. A contemporary artist despite having a degree in law, he had a profoundly innovative idea of fashion: the garments had to be made with the aid of technology, thus introducing the industrial manufacturing process.
The Max Mara designer, how the myth was born
Thus Max Mara was born, founded by Achille Maramotti himself in Reggio Emilia in 1951 , which anticipated the concept of the production chain on which today's prêt à porter is based, an intuition together with the extraordinary and stainless creations of the brand that earned him the nomination as Cavaliere del Lavoro in 1983. The intuition through which the brand took shape, through Achille, was to "make the ordinary extraordinary", an idea that explains the reason why the flash of genius of the founder of Max Mara started the concept of transforming the men's coat into an icon of the women's wardrobe. It didn't take long for Max Mara, from a family business, to become a world-class brand, ascended to the Olympus of the greatest brands in the history of fashion with its iconic coats that are still highly sought-after today, therefore able to listen to, interpret and give shape to the needs and desires of the female universe. Today, after 32 years behind the scenes of the brand of which he took over the creative direction 10 years ago
, Max Mara designer Ian Griffiths is one of the most prominent designers in Europe, revitalizing the brand and giving a refined allure to the numerous collections that characterize the brand. In addition to officially defining him as one of the most influential designers,
The Guardian places him stylistically as a “dapper punk”, English from Manchester but raised in the incredible and fervent melting pot of London. A failed architect, given that his dream was to become a designer, but thanks to the crazy entertainment of the city, he decided to dedicate himself to fashion, a talent that came into the Maramotti family in the 1980s, from which he has never separated.
Max Mara Collections: All the Styles of the Iconic Maison
Max Mara collections have always been radical, explains Griffiths, right from the start: in the 1950s, it championed the idea that women should be dressed in clothes that reflected the possibility of being successful in the world. A radical idea that swept away the stale conservatism of the fashion world that wanted women emphasized with hourglass shapes and complacent at the hearth surrounded by their family. It can be said
that Max Mara clothes were immediately imbued with a feminist idea , as the brand dedicated the practicality of its garments stolen from the male wardrobe to a working woman, the true inspiring icon of the brand, far removed from the female high society made up more of leisure and entertainment. A passion for fashion that has very deep roots, so much so that Achille Maramotti's great-grandmother,
Marina Rinaldi , today honored by one of the many collections, already owned a haute couture atelier at the end of the nineteenth century. With
23 collections and 10 different brands, Max Mara is available in numerous lines , suitable for every style need. For example, the
Weekend Max Mara line, the line dedicated to a lifestyle with a clear sporty inspiration , where the collections revolve around noble fabrics such as linen, cotton, cashmere and wool, a concept that embraces a contemporary style that is at the same time fluid and free. Each piece is personalized with a small butterfly chosen as the logo of the collection, the symbol of a concept that wants to symbolize the contemporaneity of the fitting without forgetting the importance of lightness, and above all, of a refined essence that, to take flight in creativity, requires pure freedom.
Where to find the new Max Mara collections: dresses, coats and special occasion clothes
Whether you want a silk or cotton dress, with flowing lines, or oversized trousers in a relaxed style,
Max Mara Leisure shows a wide catalogue of dresses dedicated to an elegant, sensual woman who does not give up the comfort of oversized shapes and natural fabrics such as linen. A tribute to the sense of touch and the pleasure that comes from feeling the softness of natural fabrics in contact with your skin, to rewrite your emotions linked to the daily routine according to a new paradigm of pleasure. Or you can opt for a feminine and bon ton collection, with sober volumes and simple lines but with highly precious materials, such as the delicate and neutral tones of
Max Mara Studio , simple and at the same time sophisticated.
A note of style is the “iconic” project that makes the down jacket the protagonist: Max Mara The Cube is in fact a collection focused on the
padded coat and its accessories, strongly identifying also in the choice of the absolutely unique “Cube” packaging. An innovative design that is already a cult object among lovers of the combination of fashion and technology, an avant-garde spirit mixed with the classic easy living approach that has always been characteristic of
Max Mara coats and jackets . Or again,
the elegant, sophisticated and timeless style of Max Mara'S, the essential collection of the brand focused on an urban chic style that recalls a new classic, with sculpted silhouettes but lightened by the neutral sobriety of a palette fond of the tones of white, beige, black or the inevitable blue.
Then there are the numerous capsule collections, from the intervention like Max Mara
Chaotic Elegance in collaboration with the artist Ritsue Mishima for
Weekend Max Mara , in which typical elements of the male wardrobe, such as flannel and yarn-dyed fabrics, are declined with deeply feminine elements such as chiffon and sequins, while patchwork elements peek out on the oversized shapes of trench coats and down jackets.
Whether it's the
Max Mara spring summer collection with its long, elegant, silk formal dresses like the
Max Mara Pianoforte collection, or the
Max Mara autumn winter collection with coats at fabulous prices, it's time to add a touch of glamorous uniqueness to your wardrobe!
Discover and
buy the new Max Mara collections on Mottafashionplace.com