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Max Mara’s history began in 1951 in Reggio Emilia, a small town in Italy. The company was founded by Achille Maramotti, a man with a strong background in both business and fashion. Sewing was a family tradition—his mother ran a ready-to-wear store, and his great-grandmother had a well-known sewing school.

Achille Maramotti launched the brand with a groundbreaking idea for that era: producing high-quality women’s ready-to-wear fashion. High fashion dominated post-war Italy, and ready-to-wear was seen as inferior. Maramotti set out to change this by creating stylish, high-quality pieces at accessible prices.

The name “Max Mara” was chosen because it was short and memorable. “Mara” was derived from the founder’s surname, and “Max” was inspired by Count Max, a local figure known for his eccentric and stylish personality. The first collection featured just two items: a suit and a coat made from camel hair, which would become a signature material for the brand. Though the garments were produced using industrial methods, they maintained the high standards and craftsmanship of traditional high fashion.

The company expanded rapidly in the 1950s and 1960s, opening more stores and broadening its product line throughout Italy. Maramotti invested in advanced technology and production methods, allowing the business to produce luxury fashion on a large scale without sacrificing quality.

In the 1970s, the company began its international expansion, entering markets in Germany, Belgium, and France. During this period, it collaborated with emerging designers like Karl Lagerfeld and Jean-Charles de Castelbajac, who created exclusive collections for the brand. The 1980s saw further growth, introducing new lines like Marina Rinaldi, which catered to plus-size women, and Sportmax, a youthful and experimental collection. These new ventures helped the company strengthen its market position and attract a wider audience.

One of the brand’s most iconic creations, the “101801” coat, was introduced in 1981. This timeless double-breasted camel coat, with wide lapels and a belt, remains in production with only minor updates and has become a symbol of the company’s enduring style.

The brand continued its global expansion in the 1990s, opening stores in the US, Japan, and other countries. It also enhanced its marketing efforts, collaborating with renowned photographers and models for advertising campaigns.

In the 2000s, the company maintained its growth and innovation strategy. It launched new lines such as Max Mara, a casual line, and Max Mara Atelier, a collection of hand-crafted luxury coats. Opening a flagship store on Madison Avenue in New York City in 2005 was a key step in solidifying its presence in the US market.

The brand celebrated its 60th anniversary in 2011 with a “Coats!” exhibition at the State Hermitage Museum in St. Petersburg, showcasing its long-standing contribution to fashion.

2015, the business launched the “Women In Film Max Mara Face of the Future Award” initiative to support and highlight emerging actresses. This initiative reflected the company’s commitment to empowering women through fashion and social and cultural initiatives.

In 2019, the brand released a collection inspired by the works of British author Natalie Barney, continuing its tradition of drawing inspiration from the arts and literature.

By 2023, the company remained a leading Italian womenswear brand known for its impeccable craftsmanship, elegant design, and timeless appeal. The business continues to evolve, adapting to changing consumer tastes and fashion trends while staying true to its core values of quality and sophistication.

Throughout its history, the company has remained a family-run business. Achille Maramotti passed away in 2005, but his children and grandchildren continue to lead the business, preserving and expanding on the legacy he built.

The story is one of innovation in the ready-to-wear industry, combined with a steadfast commitment to quality and elegant design. From its humble beginnings in Reggio Emilia, the brand has grown into a global name while remaining true to its original mission of creating stylish, well-made, accessible women’s fashion.