This year, during Milan fashion week, the Max Mara fashion house celebrated a special birthday: exactly ten years ago the iconic Teddy Bear Coat made its debut on the catwalk. An oversized coat in wool and alpaca or camel fibers on a silk base, soft and comfortable like a hug. Inspired by the world of the little ones, it has entered the world of adults, overturning every paradigm and becoming a statement of style and character: an expression of tenderness but also of a strong personality, exuberant and refined at the same time.
The Teddy Bear shines at Milan fashion week
Already conceived in the 1950s in a male version by the founder himself, Achille Maramotti, this model was found in the archives by the creative director Ian Griffiths who reworked it in a feminine key to bring it to the catwalk in 2013. Today we celebrate its longevity, but on its debut only a few items were sold. Success came two years later, when it was reintroduced in the new autumn/winter collection: beyond all expectations, the Teddy Bear Coat sold like hot cakes. Everyone was waiting for it, everyone wanted to grab a copy of this plush to wear and show off. It became a cult for all those women who rejected banality. A classic that has never stopped being contemporary and continues to fascinate thanks to a rare versatility: it makes a little black dress even more sensual as well as underlining the incisiveness of an aggressive style, it goes well with sneakers and high heels, women’s jeans and suits. For such a unique and revolutionary garment, the celebrations had to be up to par and the Max Mara team did not disappoint expectations: during fashion week, on the eve of the presentation show of the new collection inspired by Voltaire’s intellectual muse Émilie du Châtelet, the fashion house held a mega event at the exclusive Società del Giardino. The sumptuous reception took place in the Golden Hall, set up for the occasion with soft lights, flowers in pastel shades, candles, a sophisticated mise en place… A location too traditional for such a glamorous character as the Teddy Bear Coat? Obviously not. To pay homage to the guest of honor and underline his extraordinary personality, small teddy bears dominated the scene. The guests, already pampered by the atmosphere, were able to take home a Teddy Coat in its short jacket model, to be able to prolong the warm embrace of the protagonist of the evening. This event inaugurated a new era for Max Mara’s Peter Pan: during the fashion week a new model was launched, the Sparkling Teddy, in camel and white with all-over rhinestones. Bags, clutch bags, snow boots, mittens and slippers with the same irresistible softness as the it-coat have also entered the scene. This new chapter of wearable softness is certainly not the last and the message of the new advertising campaign shot by Terry Mitchell is a true declaration of immortality: I was, I am, I will be.
Little fashionistas grow up: here is the Teddy Bear Coat for girls
The childish atmosphere that inspired the famous coat is clear. Teddy bear, whose name comes from none other than President Theodore Roosevelt, has always been considered the symbolic toy of children and it is to their kingdom that Max Mara returns to celebrate the birthday of the legendary coat. This year mothers will be able to show off outfits coordinated with those of their daughters. The Emilian fashion house has released a collection of Mini Teddy Coats for girls aged five to twelve, in white and camel shades. Feeling of softness that intensifies with matching accessories: gloves, ear muffs and hats with teddy bear ears. The Teddy Bear line is inspired by the sweetest and most tender age, the one in which a hug means everything: security, love and comfort. The soft coat aims to recreate these suggestions, giving the wearer a warm and enveloping embrace. The little girls wear the enchanting coats and give us an image so sweet that it immediately becomes part of the collective imagination. Women relive childhood memories by wearing a soft plush toy and little ones are happy to feel like life-size fashion dolls themselves. Max Mara, once again, has created an iconic garment.
Max Mara a bit of history of the brand
The story of the Max Mara brand is a story of talent and sense of entrepreneurship, the search for refinement and the desire not to disappoint expectations. The love for tailoring of this fashion house has very deep roots: in the second half of the nineteenth century in Emilia-Romagna, Marina Rinaldi, the founder’s great-grandmother, stood out for her sartorial mastery and meticulous attention to finishes. Rinaldi passed down her wisdom to her niece, Giulia Fontanesi Maramotti, who published writings on the theory of cutting with the aim of making this family tradition eternal. In 1951 a member of this talented family, Cavaliere Achille Maramotti, founded the first company: Maramotti Confezioni. Achille combined Italian haute couture with new American industrial processes, effectively creating Italian ready-to-wear. In 1957 the brand changed, it became Max Mara: an intuition with an international vocation, a simple name that could also be pronounced abroad without forgetting its origins, Mara is nothing other than the diminutive of Maramotti.
Since then the growth has never stopped, as has the intelligence in carrying forward this great company. In 1961, ahead of everyone else’s time, Max Mara launched the first line for curvy women in Italy and in 1965 with Maxima, a company that managed direct stores, the relationship between producer and customers was consolidated. From this principle was born POP, a line aimed at young people that interprets new trends and will give rise to numerous other brands connected to the main one: Sportmax, iBlues, Marella, Pennyblack, Marina Rinaldi, MAX&Co. Since 2006 the company has published its MM Magazine, with a circulation of 400 thousand copies and distributed throughout the world. The group has offices in 105 countries and since 2013 and thanks to its e-commerce site it is possible to purchase their exclusive garments wherever you are. Not only entrepreneurship but also concrete commitment for women, every year the fashion house awards the Women In Film Max Mara Face of the Future Award and the Max Mara Art Prize for women.
Where to buy the new Teddy Bear Coat by Max Mara
Groppetti Luxury Store is the online reference point, and not only, for the purchase of the new Max Mara Teddy Bear Coat.
Groppetti Luxury Store is also a physical store: it is located in Via Nazionale, in San Paolo d’Argon, the road to Lovere, under the Bergamo hills. High Fashion at your fingertips and a click away with a punctual and efficient home delivery service.
