Achielle Maramotti founded Max Mara house. He was born in Italy 1927 and he received a law degree but at the age of 29 he decided to begin designing clothes. He used to copy the outfits that he could saw on magazines and with that he had his first exit and let him create his own brand in 1951. The name of the house comes from a diminutive of his name “Mara” but “Max” is a superlative to strength the brand’s name and gives to it an international fell. It has to be said that the house started with the name of Confezioni Maramotti but it became popular with Max Mara. Known designers as Franco Moschino, Jean-Charles de Castelbajac, Karl Lagerfeld, Dolce&Gabanna, Narciso Rodríguez has worked in the brand house.
The house started with woman high quality clothes but was specialized in coats. It iconic garment is the 101801 Coat. Anne Marie Beretta created a double-breasted camel coat with clean cuts and beautiful kimono sleeves in mixed cashmere wool on the 80’s; it is offered in every winter collection without modification. It costs 1.200€. As Nicola Gerber Maramotti said, the expansion of the firm director; Camel colour is the new black. Is the symbol of the Maison.
The house, since it beginning, bet for quality and creativity clothes made by a family business with an international project. It also supports the art and culture with creation of different premiums including ART PRIZE FOR WOMEN. This Museums aims to encourage and support emerging women artists who live and work in UK.
Nowadays has 23 collections; someone’s are Max & Co, SportMax, Marina Rinaldi or Pennyblack. And of course has it bridal collection. Has created perfumes, accessories and has more than 2.300 shops in 105 countries of the world. Max&CO was founded in 2013 with the intention to be for young public with low purchasing power and SportMax to young women who wanted to individualise their look. Marina Rinaldi was the name of the great-grandmother creator.
In 1989 was launched the MMmagazine. And in 2008 in Germany it was launched in the Kurlture forum from Berlin an exhibition called “Coats! Max Mara, 55 years of Italian Fashion” which celebrated MM’s history and futures Coats from MM achieves. And there was another in Moscú where all the coats, also the famous ones as Trench, Gabán and 101801, from the brand where exposed.
Max Mara is one of the most important fashion houses of the world. It has a realistic and comprehensive sense of fashion. It’s important to mention that Achielle Maramotti was the precursor of the current concept Ready-to-wear applying an industrial production process. The company is still nowadays owned by Maramotti Family.