The history of the MaxMara brand is unique. First of all, a hundred-year prelude to the founding of this trademark. And also the name, this is a combination of the word “Max”, easily pronounced in any language in the world, and the first 2 syllables of the name Maramotti Achille, the founder of the company. Today MaxMara is in the first positions in the ranking of women's brands. It publishes its own glossy magazine MM Magazine and reasonably dictates fashion trends in women's wardrobe.

Family background

If Senora Marina Rinaldi had not been an enterprising woman with a passion for beautiful clothes, perhaps there would not be such a beloved women's brand now. Thanks to her in the 1950s. family business traditions have been laid. The fashion studio in the Italian city of Reggio Emilia, which Marina owned, was famous for its quality items. And the hostess herself pays great attention to details and decorations. Julia Maramotti followed in her grandmother's footsteps and adopted a passion for modeling. In the 1920s she managed to open her own school of fashion design and publish a whole series of publications on sewing theory.

This is the “inheritance” received by Julia’s son, great-grandson of Senora Marina, Accile Maramotti. He inherited the family passion for fashion, clothing design and professional perfectionism. Especially when it came to cutting and tailoring. That's why MaxMara suits are so elegant and coats are impeccable.

Founding and development of the brand

MaxMara was incorporated in 1951. The first collection was presented in the year of its foundation. Included 2 coats and 1 suit with an allusion to haute coutoure clothing. But they were distinguished by their laconic style and price. The corporate style was immediately defined - a clear cut, a non-aggressive palette, stylish high-quality items. The brand’s philosophy was also outlined: these beautiful clothes were not intended for the celebrity audience, but for ordinary women.

1969 is dedicated to the release of the Sportmax line. Its conceptual feature: female audience 18-30 years old. The popularity was overwhelming, and the line quickly grew into a separate brand.

In the 1970s, the legendary double-breasted coat “101801” was developed, sewn from camel hair and becoming the brand’s calling card. It is still available in the windows of flagship stores and on stylish urban women who are fans of the brand. And the name of its designer - Anna Marie Beretta - is immortalized in the history of the Fashion House.

The year 1981 was marked by the production of a series of outfits for plus-size women. This was the beginning of the Marina Rinaldi brand.

1982 - the period of development and release of the MaxMara Weekend line. Her concept is to create clothes for everyday life and leisure for active women. Today it is also an independent trademark of the company. A little later, the Max&Co line was spun off. It reflects youth fashion trends and is loved by this category of brand fans. The Fashion House also owns the trademarks Marella, Iblues, Pennyblack, Persona.

In 2005, Accile Maramotti passed away, leaving the company to his children. The MaxMara fashion house is growing and developing.

MaxMara collaborations

In addition to conceptual women's clothing, the achievement of the MaxMara Fashion House is the fact that the history of collaborations in general begins with it. In 1969, brand designer Emmanuelle Kahn, in partnership with the French company La Redoute, created a capsule collection for her. For the fashion world, such a phenomenon was new and even a challenge. Since then, the brand has been actively collaborating with various companies and designers.

At different periods, the brightest couturiers of our time worked anonymously on collections: Karl Lagerfeld, Dolce & Gabbana, Narciso Rodriguez, designers Proenza Schouler and Moschino, Jean-Charles de Castelbajac. The same perfume line was launched in partnership with Cosmopolitan Cosmetics.

An interesting project of the brand in the field of collaborations called “Max Mara Monopolis!” In collaboration with Chinese artist Liu Wei, a real utopian city was created for the futuristic scenery of the Max Mara pre-fall 2017 show in Shanghai. In addition to creating the surroundings, Liu Wei put his imagination and hand into the capsule collection, which, in fact, was presented. 40s silhouettes and retro shoe styles are reimagined in a new way. And all for the sake of 11 items in the capsule collection for the active resident of the metropolis. Max Mara + LIU WEI - the first series in the See now - buy now format. After the catwalk, the items quickly went on sale in the brand’s flagship stores and on the website maxmara.com

At the moment, there are about 1,200 brand stores in the world, and legendary coats are a coveted item for fashionistas, regardless of age and nationality. Leading fashion minds are working on the collections, just like under the founder. Even if the terms of the contract do not allow the world to know its heroes, the history of fashion reveals these secrets over time. The main thing is that there are luxury items available to modern women. Original coats, down jackets, shoes, bags, dresses, knitwear from the MaxMara brand are comfortable and affordable.

Our online boutique presents fashionable women's clothing from the collections of leading European brands. Each brand has an interesting success story and a unique philosophy. Agree, it’s so exciting to shape your style by adding designer items to your wardrobe from season to season!

In addition to basic models, tops, and, which are recognized as the basis of everyday ensembles, in our online store you will find conceptual clothes that will become a bright image element in your wardrobe. By experimenting and mixing styles, it’s easy to get outfits that highlight your individuality.

Branded clothing has interesting features. This is a recognizable designer signature that identifies a piece among hundreds of others thanks to its details and cut. This is high quality, due to which luxury brand clothes retain their original appearance for a long time. This is a certain value - after all, a designer piece of clothing has every chance of becoming a vintage item with history, thirty years later.

Fashionable women's clothing in the online store website is:

More than 300 well-known brands - from luxury brands to affordable lines.
A variety of styles - for every taste!
Convenient selection on the website - by brand, size, color, style, material, price.
Delivery in Moscow the next day after ordering and in Russia by mail.
Possibility of trying on before purchasing during courier delivery in Moscow.

Max Mara is women's clothing with a worldwide reputation. It is a symbol of quality and design. But what do you know about Max Mara? Let's lift the veil of secrecy! It's worth doing, because behind international success Max Mara stands a family history of 160 years and the biggest names in world fashion.

History of Max Mara

history of the company Max Mara began about a hundred years before its founding. In the 1850s, Senora Marina Rinaldi ran a fashion studio in the small Italian town of Reggio Emilia. The atelier was famous for its high quality tailoring and attention to fashionable details.

In the 1920s, the granddaughter of Senora Rinaldi, Giulia Fontanesi Maramotti, began teaching clothing design, published a series of books on the theory of cutting, and opened her own school of fashion design.

In 1951, Accile Maramotti, son of Giulia and great-grandson of Marina Rinaldi, founded the company Max Mara. The family passion for fashion, design and the perfect cut predetermined his choice. Company Max Mara specialized in elegant women's coats and suits.

Max Mara today

Today a group of companies Max Mara- the flagship of the world pret-a-porter fashion. Exquisite fabrics, trendy designs and, as always, perfect fit make the products Max Mara so popular in Italy and all over the world.

Max Mara is still a family business. Since the death of Accile Maramotti in 2005, the group of companies has been managed by his sons and daughter.

Some numbers about Max Mara

To the group Max Mara includes 41 companies. The group operates 9 brands that produce over 60 collections per year. In Group Max Mara over 5000 people work. Products Max Mara represented in 105 countries, you can buy it in 2,334 mono-brand boutiques, as well as 10,000 multi-brand stores around the world.

Big names associated with the Max Mara brand

Over the years, design for Max Mara developed (anonymously) Karl Lagerfeld, Luciano Soprani, Dolce & Gabbana, Anne-Marie Beretta, Narciso Rodriguez, Moschino, Proenza Schouler and other, no less famous couturiers. That's why models Max Mara always so relevant and fashionable! Surely over collections Max Mara 2019 stars of modern fashion worked, whose names, according to the terms of the contract, are not yet disclosed.

The name matters!

Name Max Mara easy to pronounce in any language. Perhaps this is one of the secrets of the brand’s international popularity.

Brands of the Max Mara group

To the group of companies Max Mara includes 9 brands that produce women's clothing, bags and accessories - for different situations, for women of different ages and different builds.

Max Mara

Max Mara is clothing for women in which luxury details and exquisite cut are combined with practicality and convenience. Max Mara is a coat and suits for every day, to be fashionable and elegant every day.

Sportmax line

Collection Sportmax was proposed by Max Mara in 1969, influenced by the atmosphere of “swinging London”. Sportmax is a more eclectic, more avant-garde alternative to the usual sophisticated and refined style Max Mara.

Weekend Max Mara line

The name speaks for itself. Clothing for leisure, for country walks, for fresh air and good mood. But don't think that Weekend Max Mara- these are down jackets and nothing more. Under the brand Weekend Max Mara A wide range of products is produced - from jeans and sweaters, to shoes, accessories and jewelry.

Max & Co line

Brand Max & Co- for young creative women who want to create their own personal image, combining things of different colors and styles. Max & Co- for a modern, dynamic, eclectic and lively lifestyle.

Marella

Marella- these are clothes for young, dynamic, modern women who want to please themselves and please others. Every thing Marella created so that you enjoy wearing it, and everyone around you enjoys looking at you.

Blues

Blues is the group's brand Max Mara for young, bold women who follow fashion trends, want to be part of the fashion world and are not afraid to experiment with their looks. Under the brand Blues a line is also produced Blues Club— clothes in the “Sports and College” style.

Pennyblack

Pennyblack is a brand for modern women that takes into account their clothing needs for any time of the day and all occasions. Pennyblack produces three lines. Pennyblack Black Label- for the office and business meetings, elegant and fashionable clothes for work. Pennyblack Gray Label- fashionable and affordable clothing for leisure. Pennyblack Pink Label- bright colors and clean silhouettes for special occasions and evening outings.

Marina Rinaldi

Marina Rinaldi is a legendary brand of the company Max Mara, named after the great-grandmother of the company's founder. Marina Rinaldi was the first brand in history to offer trendy, fashionable clothing to plus-size women. Collections Marina Rinaldi Sold in over 300 stores worldwide, they prove that style is not a matter of size. Style is a matter of attitude!

Persona

Persona is clothing for young women, available in a wide range of sizes. Modern designs, trendy prints and competitive prices make the clothes Persona truly fashionable and affordable. Persona convincingly proves that every woman, regardless of her age and size, can be a fashionable person!

Max Mara- women's brand No. 1 in Italy, flagship of fashion and style throughout the world. Max Mara releases its own glossy publication MM Magazine with a circulation of 500 thousand copies, sets the tone for what to wear, how to wear and what to wear with, and knows exactly in advance what lovers will wear Max Mara in 2019.


The famous company Max Mara celebrates its 60th anniversary in 2011. Over the years, Max Mara has created many collections, but we especially need to pay attention to the Max Mara coat.



A coat is exactly the item of clothing that can highlight your femininity and elegance, and a coat from Max Mara is a coat in which you will look simply luxurious; it will become an integral part of your wardrobe. Laura Lusuardi, creative director of the Max Mara brand, says that, in her opinion, you can look fashionable by wearing the brand. And you can trust her, she worked in the company for 50 years.



Laura, like the Max Mara company, comes from Reggio Emilia. She was born and raised in a family that had been selling fabrics for a long time. Her parents had a small shop there, where Laura was accustomed to seeing luxurious fabrics since childhood. And that’s why she has a reverent attitude towards them, as well as towards fashion. And it is not surprising that as an 18-year-old girl, Laura came to work for Achille Maramotti. Fashion had an attractive force for her even then. And she firmly decided to devote her life to it. Maybe that’s why Marramotti, without hesitation, took the girl to work for him. True, in the beginning all her work consisted of delivering coffee, simply put, running errands. (Remember the movie The Devil Wears Prada).



Maramotti's company was also just developing at that time. Achille Maramoti was 24 years old in 1951. He graduated from the Faculty of Law of the University of Parma. And somehow, while communicating with one of his clients, who was engaged in the production of raincoats, I thought about whether he should try to open his own business. And how could one not decide to take such a step when many in the family before him were already engaged in a similar craft, i.e. sewing. The family carefully preserved the traditions of their craft heritage. His grandmother was the owner of an atelier, and his mother Giulia Fontanesi Maramotti taught cutting and sewing courses and at the same time taught her students to be independent women. In those distant 20s, this was very relevant. The First World War recently ended, many women remained in the family for their mother, father, and older sisters and brothers - there was a catastrophic shortage of men.



Max Mara coat is the first collection.


Maramotti's main goal was to open a clothing factory. He really assessed all his possibilities, developed a business plan, and chose a target audience - women with average incomes. At the time Maramotti began to implement his business plan, most Italian craftsmen sewed clothes by hand and to order, which was very expensive for many. By the way, his first collection consisted of only one coat and one suit. Where to place such a modest collection? And here Achille was not at a loss. He convinced fabric store owners to list his collection on . And suddenly, surprise! His coats were recognized by customers as the best. Although can this be called a surprise when work and patience are always rewarded, especially since it was work that Achille did not only with his own hands, but also with his soul. Soon he already had 200 people working for him, and in 1964 he opened the first store, after which the following began to grow one after another... Yes, his products became popular and recognizable.



The Maxima company was formed to manage the chain of stores. This is how the new brand name came about, which today is known as Max Mara. And along with the company, Laura, the future creative director, grew and acquired knowledge. She observed all the processes taking place in the company, and when she was offered a design job, Laura carefully coordinated all the details of preparing the collection of the then new Sportmax brand. Yes, it was possible to say with confidence that Achille Maramotti was not mistaken in her, just as he was not mistaken in the choice of all his employees, his entire team, who were fanatically passionate about their work. There are no random people in the company, everyone works and lives like one family. Everyone here knows that the success of the company depends on each of them, so it is not customary to relax. Laura herself speaks about this. Is it possible? Maramotti’s main principles are to give people the opportunity to grow and develop professionally, and in addition, the owners of the company themselves work hard from generation to generation, and thereby set an example for their employees. It turns out everything is very simple... Many have worked here for at least 15 years, or more. The company continues to select young and talented designers, in whom it fosters creativity, diligence, and values ​​creative thinking and non-standard ideas. To realize your ideas, you need patience and knowledge of fashion history - these are the basic principles that are laid in the training of young designers.



The Max Mara company already had several lines in the mid-60s, they were mainly focused on youth demand. These are the lines: My Fair, Max Mara Pop and Sportmax. Then the ideas of differentiating fashion by age were born, and such lines as Marella, Persona, Pianoforte, Marina Rinaldi and others arose. Today the company has 23 autonomous brands. In the 70s, the company opened boutiques in France, Belgium, Holland, and Great Britain. It’s only in America that Max Mara opened its doors in the 90s. The newspapers enthusiastically greeted “..the giant of Italian fashion...”. Today there are more than 2,000 boutiques in 105 countries and 5,000 employees worldwide. In 2010, turnover amounted to 1.2 billion euros.


Over the years of the company's existence, a unique collection has been assembled, which, in addition to coat models from different decades, also includes photographs, magazines, and sketches. The archive contains about 4,500 vintage models collected from all over the world from the beginning of the twentieth century to the present day. All this is available to all employees, but mostly the archive is often used by designers who draw inspiration from studying the history of fashion, and as Laura Lusuardi says, “... thereby confirming the Max Mara philosophy - fashion is history, fashion is culture.” “Beauty is difficult to create, but it is even more difficult to protect and preserve it,” said the great Leonardo da Vinci. Max Mara succeeds in both. Max Mara models are the embodiment of femininity. This is probably why Laura Lusuardi, under the impression of Russian history and culture, under the impression of the works of the great jeweler Faberge, created a new model under the name “Anna”, which is dedicated to the heroine of Leo Tolstoy’s novel “Anna Karenina”. The model is named after a woman for the first time. This coat is the embodiment of grace and luxury. The model is decorated with a mink collar, gold brocade trim and lining with a print of astrakhan fur.


Achille Maramotti always approached everything in his work with innovative ideas. He invited famous designers to collaborate, so the collections of the Max Mara company are associated with the names of Dolce and Gabbana, Narciso Rodriguez and many others. When surrounded by such professionals, everyone’s work is easy and, most importantly, a pleasure. It was Achille Maramotti who discovered the principle of displaying goods (something that is now completely obvious) - all coat models were demonstrated along with accessories: bags, shoes, etc. Such a demonstration was an attractive force. Max Mara's fame and popularity continues to grow today. “... A coat has no age..” - how can one disagree with Laura Lusuardi, if almost all Max Mara coats from the collections of different decades are still relevant today. You can give many examples to confirm what has been said, for example, coat 101801, which is still a cult model of the company today. This coat is very popular every year during the collection show, it does not go unnoticed, so it is repeated again and again from season to season. The coat was created in 1981 from wool and cashmere, with large sleeves - a kimono. It is already 30 years old and its design has not changed since then.


Laura Lusuardi says that now the company’s design task is to make a down jacket made from Siberian goose down just as popular. By the way, the name of the new coat is “” and the down jacket made from Siberian down is a tribute to Russia.


It seems that after reading about the famous company, you will think and say, “And I should also have a coat from Max Mara, because Max Mara today is a lifestyle.”
Max Mara is a family business, and in 1989 Achille Maramotti handed over the management of the company to his children, who carefully preserve their craft heritage.

The Apennine Peninsula is famous for its talented sculptors and artists. And if the Renaissance brought Italy the reputation of the queen of fine arts, then the middle of the last century gave it the status of the capital of world fashion. In the 50s of the twentieth century, the young Italian lawyer Achille Maramotti radically changed his destiny. Following his family vocation, he founded an enterprise that was unusual at that time - sewing and selling ready-made clothing. What was the 24-year-old thinking? After all, Italian women remained faithful to their...dressmakers. It seemed that the custom of dressing among sewing craftswomen could not be sent back to the forefathers, but time has shown something completely different... Read also: As the great-grandson and son of a dressmaker, Achille Maramotti knew women well. He offered his clients natural fabrics and an elegant silhouette. Despite the gloomy forecasts, after 7 years, Maramottin’s modeling business began to generate good profits. Italian women have finally appreciated the opportunity to buy a ready-made dress at affordable prices. Read also: Despite the fact that Italians liked the products of the House of Max Mara, its designers did not immediately say their word in World Fashion. The first models of the Italian maestro - coats and dresses that fit at the waist, were sewn under the impression of the creations of French couturiers. But soon Achille Maramotti had his own “voice”. The explosion of sun, youth and energy that swinging London was experiencing inspired the couturier to create sports models and unisex clothing. This is how the Sportmax series appeared.
Today, the Italian fashion house MaxMara unites half a dozen fashion brands. And its production ranks third in the country. Read also: Until the early 80s, the development of the brand proceeded smoothly. And so the lucky muse who visited Anna Beretta gave her the idea of ​​a coat with a double-breasted collar, made of soft cashmere. The famous coat, model 101801, created by the French designer for Max Mara, was destined to play first violin in conductor Achille's orchestra. Instantly winning the hearts of fashionistas, coat 101801 to this day is the leader in every winter collection presented annually by the House of Max Mara to the audience. …The creator and inspirer of Max Mara Fashion Group, Achille Maramotti, has been no longer with us for six years. But his Fashion House continues to delight with sophisticated and elegant coats: short and over the knee, close-fitting and with a straight silhouette, with leather belts and fur details, they remain a desirable dream for every modern woman with good taste.