MaxMara Perfume Section:
Max Mara is the name of a company founded in 1951 by Dr. Achille Maramotti, a lawyer turned dressmaker. He was born in Reggio nell'Emilia in 1927. His mother operated a local pattern-making school and his great grandmother, Marina Rinaldi, ran a dress shop in the 1850s. He named one of his fashion labels after her in 1980. His early education was in Rome, then a law degree from Parma University. He decided however that the garment industry was for him and started making clothes. He persuaded local shops to give him space and put his garments in their windows.
His first collection consisted of just two garments, a suit and an overcoat. Brevity of design has always been Max Mara's signature. The collections still focus on these key items of tailoring. Max Mara was one of the first ready-to-wear companies in the world, because at that time most people either made their own clothes or had them made up by tailors.
His son, Ignazio Maramotti is Max Mara's Managing Director today. He says: "for us to be considered fashionable would be very dangerous, it is not chic for a woman to move violently from one way of dressing to another, just to keep up with trends."
Max Mara is the epitome of Italian fashion, good quality and cut, in classic styles, while managing to interpret trends in a very wearable way.
Several well-known designers have worked at Max Mara. Jean-Charles de Castelbajac worked as a designer with Max Mara and created their Sportsmax line in 1975. Anne-Marie Beretta also designed for Max Mara, mainly ski-wear and their stylishly tailored suits. Karl Lagerfeld and even Dolce and Gabbana, have all put their imprint on the various lines.
Max Mara has another line called 'Weekend' aimed for a younger clientele.
Max Mara's most important product, the one that represents the essence of the company's philosophy, is the camel coat. Since its debut in 1982, it has been made in blue, black and grey as well. It is double breasted with raglan sleeves and has changed little since it was first designed and is the best selling coat in the world and the most copied. Max Mara claims to have sold more than 100,000 of these coats.
In 2001, Max Mara celebrated its 50th Anniversary by opening a major new store in New York. It is a sophisticated cube of rough wood and sleek glass that sits on an angle to the street in trendy Soho. A fitting monument to a company which has always gone its own way.
Kitmeout - Today's Fashion Online
