Ready to embrace a quieter kind of luxury, without all the bold branding? Then get ready to shop Max Mara at END.
Following in his seamstress mother’s footsteps, Cavaliere Achille Maramotti founded the label in 1951 with the aspiration to supply high-end clothing using mass industrial processes. Max Mara found its female audience quick enough, as the traditionally masculine formal coats were transformed into a womenswear staple, subverting patriarchal silhouettes for decades to come.
But this affinity for transcending expectations extends to seasons too. Meet the 101801 - one of the most signature styles in Max Mara’s Icon range. A stripped-back design that transcends trends and fashion fads, its straight cut, wide lapel collar and kimono sleeves all exude carefree chic. And with a rich history dating back to the ‘80s, we’re hardly surprised.
Beatlemania? We prefer Teddymania! Since Creative Director Ian Griffiths launched his iconic Teddy Bear coat in 2013, socials and celebs alike have understandably succumbed to the craze. Inspired by ‘80s archival designs, it exudes the label’s more playful side with the use of fluffy-textured fabric across the body - while the long-line cut is reminiscent of the glamorous energy of eras gone by.
Of course, Max Mara’s craftsmanship extends well beyond its Icon coats. From scarves to sneakers, the Italian house has elevated every essential you could imagine - experimenting with plenty of different textures and materials to contrast or complement the focal point of your ‘fit. We’d recommend exploring Max Mara’s range of caps, belts and delicately crafted tote bags at END. to find your next luxe look.