Max Mara is a house recognised for its heritage of understated luxury and defined by impeccable Italian tailoring. The brand translates the best of the latest trends into ready-to-wear essentials, putting a modern twist on laid-back femininity. Max Mara’s clean lines and minimalist aesthetic have an allure of sophistication that is effortless yet polished. In the 50s, Achille Maramotti had a dream: to transform a man’s coat into an iconic piece for women. He seized the opportunity of bringing together Italian tailoring with new trends, such as French haute couture and American industrial productivity. Today, the brand is renowned for its tailored pieces and signature coats, like the 101801 coat: the heart and essence of the Max Mara identity sketched by Anne-Marie Beretta in the 80s and a Max Mara icon till today.