11.11.2020

The history of MaxMara brand

As Italy’s largest fashion house, Max Mara is a name known across the world, synonymous with luxury, style and quality. But did you know it all began with one man and his pioneering vision of accessible fashion?
MaxMara Eirene

The History of MaxMara Brand

It was established in 1951 in Reggio Emilia, Italy  by Achille Maramotti.

Achille Maramotti began designing couture clothing in 1947, and officially established the House of Max Mara in 1951. The "Mara" came from his surname, while "Max" referred to Count Max, a local character who was seldom sober but always stylish. Maramotti was one of the first to see that the future of fashion lay in the mass production of designer-quality clothes. He was also keen to emphasise the brand of Max Mara ahead of the names of individual designers, even though he employed Karl LagerfeldJean-Charles de CastelbajacDolce & GabbanaNarciso Rodriguez and Anne Marie Beretta. The company remains in the hands of the family. According to the Forbes Rich List of 2005, Maramotti was one of the world's richest men with a fortune of US$2.1 billion.

 

Why the Max Mara has become so popular brand?

Because of their strategy. “It is primarily about making you look and feel beautiful. It’s not about being an experimental canvas for outrageous ideas. The best of Italian culture – in art, in food, as well as fashion – always attempts to present as something accessible.” – Max Mara.

Therefore, the majority of people liked the design of clothes from Max Mara.

Moreover, Max Mara was the first label to take a working woman, rather than a lady of leisure, as its aspirational icon.

 

Max Mara is actually a group of labels.

First of all, Max Mara nowadays is not a single brand. Max Mara womenswear remains the core of the company. Other brands include Sportmax, Sportmax Code, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co. (the trendy, youth division), and Marina Rinaldi. In total in has 35 labels.

The Group is now present in 105 countries with more than 2,500 single-brand stores and over 10,000 multi-brand stores.

 

In Eirene luxury boutique you can find Max Mara’s different lines, Sportmax and Marina Rinaldi. We want to make you feel luxury!

 

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