The coat, perfected — Italian pret-a-porter from Reggio Emilia, built around outerwear since 1951.
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Maramotti chose the man's coat as the iconic garment for a woman's wardrobe, and the house has built its identity on outerwear ever since. The camel-hair Manuela arrived early; in 1981 Anne-Marie Beretta drew the model 101801, a camel wool-and-cashmere overcoat that became the house's signature, and in 2013 the alpaca Teddy Bear coat spawned a wave of imitations.
The company has grown to some five hundred stores across sixty-nine countries and a family of labels including Sportmax, Weekend Max Mara, Marella and Marina Rinaldi — still chaired by the founder's son, Luigi Maramotti. It sponsors the Max Mara Art Prize for Women, launched in 2005 with London's Whitechapel Gallery.
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The 101801 is a camel-coloured wool and cashmere overcoat, and Max Mara's main line is made in Italy with an obsessive eye for proportion and detail. Created in 1981 by French designer Anne-Marie Beretta and in constant production ever since, it is treated as an investment piece rather than a seasonal buy - which is a large part of why it carries a luxury price.
For many buyers, yes - if you want a long-term wardrobe anchor rather than a trend purchase. Pieces like the 101801 and the camel-hair Manuela are designed in premium natural fibers and a cut that has barely changed in decades, so they tend to wear well season after season. If you live somewhere genuinely cold, the warmth and longevity make the case more compelling.
The 101801, designed by Anne-Marie Beretta in 1981, is the brand's defining garment - a camel wool-and-cashmere overcoat inspired by the men's Ulster coat. Its signature detail is the "puntino," a stitching touch borrowed from men's tailored suits. It has become an iconic symbol of the house.
The Teddy Bear coat debuted on Max Mara's Autumn/Winter runway in 2013, made of alpaca wool and silk for a soft, faux-fur effect. It became so recognizable that it inspired a wave of imitations across the market, cementing its place alongside the brand's tailored camel coats.
Max Mara is an Italian fashion house established in 1951 in Reggio Emilia by Achille Maramotti. It was first called Confezioni Maramotti, with the aim of bringing American industrial processes into European tailoring and creating Italian prêt-à-porter. Maramotti chose the men's coat as an iconic garment for women's wardrobes, a focus that still defines the brand.
The name dates to 1957, when the company moved to new headquarters and changed its name from Confezioni Maramotti. "Max" is a superlative, while "Mara" is a diminutive form of the founder's surname, Maramotti.
Max Mara remains tied to its founding family. Achille Maramotti's two sons and daughter - Luigi, Ignazio and Ludovica - followed him into the business, with Luigi Maramotti serving as chairman of the company. The family has kept the house under its stewardship since 1951.
Max Mara has spawned 35 labels, though the core MaxMara womenswear line remains the heart of the company. Others include Sportmax, Weekend Max Mara, Marella, Pennyblack, iBlues, the youth-focused MAX&Co., and Marina Rinaldi - the last founded in 1980 and named after Achille Maramotti's great-grandmother.
Premium natural fibers are central to the house. The Manuela coat is made of pure camel hair with a notched collar, side pockets, wrap-around closure and a belt, while the 101801 blends wool and cashmere and the Teddy Bear coat uses alpaca wool and silk. These materials are a big reason the coats command their price and their reputation for warmth.
It has. In 1995 the company was placed under investigation by a Florentine magistrate over labels that allegedly overstated percentages of fibers such as cashmere, angora and mohair. More recently, in 2024 the Humane Society of the United States campaigned for Max Mara to stop using fur, noting rivals including Gucci, Prada and Valentino had already gone fur-free.
Because pieces like the 101801 and Manuela are made from fine natural fibers, they reward gentle treatment - airing between wears, brushing the nap, and trusting a specialist cleaner rather than frequent washing. Cared for well, these coats are built to stay with you for many winters, which is the whole point of buying one.
