Unveiled in the magnificent setting of La Reggia di Caserta, the Resort 2026 show is a tribute to Italian style and to the vibrant Neapolitan energy.
The collection draws inspiration from 1950s Italian cinema, the iconic sensuality of its leading ladies, and the refined art of Neapolitan tailoring. A unique collaboration comes to life: Max Mara and E. Marinella reveal archival prints from 1951. From the runway to your wardrobe: four new Whitney Bag styles and five timeless silk scarves are now available online.

Sleek, self assured and elegant, the Max Mara woman knows that self control brings success. But, this season, our heroine dreams of a tempestuous love as powerful as the elemental landscape of Wuthering Heights. Her mood calls for a new romantic style. Max Mara answers with a neo-gothic chic that meets urban rusticity. From waisted redingotes with sweeping skirts to squirely frock coats; from capes to generous clutch coats, the collection builds to a climax of evening looks in black velvet.
Max Mara celebrates a modern women—self-assured, poised, and ready to follow, just this once, the voice of the heart.

Vittoria Ceretti is the face of the new Spring Summer 2025 campaign.
Max Mara finds magic in the discipline of mathematics and, with the new collection, embraces scientific precision contrasting with idiosyncratic details.
Perfect geometry. Sleek elegance.

After Milan and Tokyo, 'The Max Mara Jacket Circle' goes to Seoul from October 31 to November 8, 2024.

From November 8th to February 3rd 2025, the storied Grand Magasin La Samaritaine in Paris is the location of a very special Pop-Up presenting Max Mara Fall-Winter 2024 and a curation of the Resort 2025 collection.

The Max Mara Jacket Circle – For Remarkable Women in Tokyo opened to the public from October 29th to November 4th, 2024. The exhibition is an open invitation for everyone to connect with the story of a jacket and enjoy special opportunities, such as wearing Max Mara icons and taking part in a special workshop.

Max Mara celebrated Joey King as the 19th recipient of the 2024 WIF Max Mara Face of the Future Award®. Emmy nominated actress, Joey King joins a legacy of empowered women celebrated for their contributions to film, fashion and culture.

Max Mara celebrates all women and the essence of individuality through "The Max Mara Jacket Circle," a special installation that highlights the brand’s values and showcases the iconic Olimpia jacket. Milan - October 10 - October 20 2024

The Max Mara Spring-Summer 2025 fashion show takes us on a fascinating journey between science and magic. Hypatia, a pioneering woman, mathematician, philosopher, and astronomer who lived in Alexandria, Egypt in the 4th century, becomes the muse of the season. The collection explores geometry and precision through cuts and silhouettes with impeccable constructions and fabrics, while also embracing the magic brought by unexpected details. The color palette evokes hues "borrowed" from scientific laboratory instruments, as if aiming to create a magical chemistry.

The Fall-Winter 2024 advertising campaign showcases a collection inspired by the evocative and modern works of the eclectic artist Colette, one of the most influential figures of the early 20th century. Impeccable coats, iconic jackets, skirts with gently undulating volants and dresses in elegant midnight blue define the Max Mara's woman-in-control.

Max Mara believes any woman can be remarkable, no matter who they are, how they live, what they have accomplished. Shot by photographer Oliver Hadlee Pearch on the busy streets of London, the campaign features model Bibi Breslin as a woman who becomes an outward projection of her inner strengths. She wears the Olimpia Jacket, a signature piece that embodies the time-honoured quality of Max Mara clothes. The name, alluding to Greek mythology, signifies a female hero, reinforcing the idea that every woman can be remarkable.

The winner of the Max Mara Art Prize for Women 2022-24, Dominique White, is featured at the Whitechapel Gallery in London with her winning artwork proposal ‘Deadweight’ (July 2nd – September 15th, 2024), a result of a six-month residency in Italy, organized by Collezione Maramotti. White’s artwork will then be exhibited at Collezione Maramotti in Reggio Emilia, Italy, starting from October 27th, 2024.

Max Mara presents Resort 2025 in Venice. La Serenissima - the eternally beautiful city, so often represented as a woman embodying justice, harmony, power, progress, loyalty and grace is the perfect location for the Max Mara show. The collection draws inspiration from the multi-cultural influences that established the city as a powerhouse of global trade, a fulcrum of style and a dynamic centre for art and culture.

Modern, spare, yet deeply evocative. The Fall Winter 2024 runway show looks to Colette: multi-talented artist and feminist icon of the Belle Époque. Discover the silhouettes inspired by the rounded elegance of the 1910’s. Colette’s mannish classics are re-interpreted in impeccable officer coats and power jackets with camisoles and slipdresses providing a seductive counterpoint.

The Spring Summer 2024 advertising campaign is a tribute to empowerment. It recalls the utilitarian romance of women called to work the land in the 1940s, the Women’s Land Army. Their workwear classics are the inspiration for Max Mara’s new glamour.

Teddy has landed in London. The celebration of the Teddy Ten Anniversary continues with a special Holiday edition of the Fluffy Residence in Covent Garden, open to the public from December 16th to 26th, 2023.

On November 30th, Yara Shahidi was honored as the 18th recipient of the annual WIF Max Mara Face of the Future Award®. Women In Film is a non-profit organization engaged in the promotion of equal opportunities for women, sponsoring creative projects by female artists and supporting and promoting the representation of women in all forms of media worldwide. This year marks the 50th anniversary of the Women In Film organization, which was founded in 1973.

After the first stop in Chengdu, China, Teddy’s Fluffy Residence continues its global adventure in Milan. Made in celebration of 10 years of the iconic Teddy Bear Coat, the Fluffy Residence opened its doors at Portrait Milano, Corso Venezia 11, from November 11th to 18th, 2023, allowing visitors to immerse themselves in a world made entirely in Teddy fabric.

Teddy takes over the world. In honor of the 10th anniversary of the iconic Teddy Bear Coat, Max Mara unveils the Fluffy Residence, a temporary installation where visitors can wander through a world made entirely in Teddy fabric. The first stop was at International Finance Square (IFS), in Chengdu, China, from October 15th to 29th, 2023.

Max Mara unveils Max Mara C R E A T I V A, a temporary store in Shanghai’s HKRI shopping mall that pays homage to the savoir-faire of Manifatture di San Maurizio, a manufacturing plant located just outside Reggio Emilia, where over 100,000 coats and jackets are produced annually. The result is a camel-colored pop-up store where artisanship and creativity are celebrated.

In celebration of the 10th Anniversary of the Teddy Bear Icon Coat, the department store Harrods has launched a Max Mara Teddy Ten Pop-Up open from October 4th to November 14th 2023. Taking place on the ground floor, the interactive Teddy Pop-Up presents an experiential pathway, fun, games and, of course, photo opportunities. And fashion? Fully stocked with Teddy Ten special products such as the Sparkling Teddy Coat and, in a dedicated space on the 4th floor, the Mini Teddy for kids aged 5-12 years old with adorable matching accessories. The Teddy Ten is also taking over Brompton Road in London with three Harrods dedicated windows.
Max Mara Teddy Ten Pop-Up, Harrods, 87-135 Brompton Rd, London

In the heart of Paris, precisely in 37 Rue du Four, VI° Arrondissement, Max Mara reopens its historic boutique. Following a sophisticated renovation and extension, the store now spans 550 sqm, featuring street-level shop windows and an inviting first floor within a charming period building, whose warm and refined allure has been artfully preserved.

In search of the modern, Max Mara looks to the turbulent eighteenth century. Émilie du Châtelet, free spirited heroine of the Enlightenment, sets the tone for a modern wardrobe with echoes of a romantic past.

Riviera Style inspires Max Mara’s Spring Summer 2023 campaign: backless tanks, voluminous canvas sailor pants and floppy wide-brimmed sun hats. Long, languid skirts hug the hip then slide into pools of godets, while Max Mara’s classic coats echo the softness of sun-bleached beach robes. Here comes summer. Let’s take it TO THE MAX!

The new Max Mara Fall Winter 2022 campaign explores playful contrasts of mini and maxi, micro and macro, skinny and outsize. Zippered pockets and side splits pop up in unexpected places. Meanwhile chunky knits featuring bold, abstract patterns blown up beyond expected proportion all contribute to Max Mara's promise of sleek modern dressing.

Actress Zazie Beetz will be the 16th recipient of the annual WIF Max Mara Face of the Future Award®, which recognizes her distinguished acting achievements and personal embodiment of timeless style and grace. Beetz will travel to Milan, Italy to meet the Maramotti family and attend the Max Mara Spring/Summer 2022 Fashion Show on Thursday, September 23rd.

Women in Film is a non-profit organization engaged in the promotion of equal opportunities for women, sponsoring creative projects by female artists and supporting and promoting the representation of women in all forms of media worldwide.

Max Mara has designed the costumes for the dancers of the Fondazione Nazionale della Danza / Aterballetto who will perform for the RAI1 New Year’s Concert at La Fenice in Venezia offering a new take on some of its iconic models created especially for the performance.

For this occasion Max Mara’s Creative Director, Ian Griffiths, worked with Diego Tortelli, choreographer of Fondazione Nazionale della Danza / Aterballetto. Together, they devised the Max Mara costumes, featuring four vibrant colours: yellow, red, electric blue and green that create the necessary theatrical tension, the emotion awakened by pure, special colours that engage with the locations in which the ballets come to life: Fondazione Cini, Palazzo Grassi, La Biennale installations by Achim Menges and Tumo.

The 2022 edition of the New Year’s Concert in Venice is co-produced with the Italian state television and is live on January 1st at 12.25 on the Rai 1 channel.

The Max Mara woman is like a queen.

The Fall-Winter 2021 advertising campaign pays homage to the Max Mara woman and the journey she has been on since 1951. Photographed and directed by Steven Meisel, it celebrates a variety of cultures and different ages. Featuring Chloe Oh, Amar Akway, Sofia Steinberg, Jits Bootsma, Mona Tougaard and Malgosia Bela, the cast reflects the global family that the Max Mara woman of today belongs to.

The Max Mara Spring Summer 2022 show transports us to the world of Françoise Sagan and that summer in the 1950’s when, as a rebellious teenager, she wrote her literary masterpiece, "Bonjour Tristesse", and became a superstar in the intellectual firmament that held the Beat Generation in its thrall.
The Spring Summer 2022 Collection evokes classic workwear with an upscale prêt-à-porter flair. Styles feature precise contrasting seams on gathered canvas, impeccable poplin and denim. Tank tops and masculine-style sandals with chunky soles complete the bad girl look. Sometimes-embroidered chiffon with delicate feathers counterbalances the workwear style.
The colour palette ranges from sand and tan to navy blue and black, enhanced by yellow and orange accents recalling sunlit beaches. Beach umbrellas are the inspiration for laid-back complete looks in boldly striped canvas.

A fascinating journey of discovery for truly special guests, with stories from four of Max Mara’s shining stars, revealing more about the Brand and Fall/Winter 2020 trends

Emma Talbot’s winning proposal for the Max Mara Art Prize for Women questions deeply rooted positions of power, governance, attitudes to nature and representations of women, through an acutely personal lens. As the winner, Emma Talbot will spend six months in Italy on a bespoke residency, creating a new body of work to be shown at the Whitechapel Gallery in 2022, followed by the Collezione Maramotti, Reggio Emilia, Italy.

A variety of silhouettes on the catwalk and a new way of mixing the iconic colours of Max Mara, camel, grey, white and, naturally, navy blue. The nautical theme also offers inspiration for coats, with officer class overcoats, capes, pea coats and duffel coats, secured at the waist by an elegant cord. Ruches and frills define the shoulders and sleeves of classic versions in camel colour, pinstriped jackets and asymmetrical skirts. Lastly, the new Marine bag is capacious and soft, designed in the shape of the hull of a ship.

So you think you know pink? Look again! Leave all thoughts of sugary sweetness behind and get ready to love pastel’s new punch. Transformative tailoring takes a classic summer colour palette to a whole new level of chic

This menswear staple gets a feminine makeover for 2020 and boy does it look good. Max Mara crashes the codes of this tailored classic and brings it bang up to date with a head turning combination of razor sharp lines and killer curves.

Gemma Chan is the recipient of the Women in Film Max Mara Face of the Future Award 2020

Let’s hear it for generous proportions, capacious pockets, chunky zips and enveloping silhouettes. This is the part of the collection where the useful gets glamorous.

#MaxMaraBearingGifts is an exclusive collection of perfect gift ideas curated for the holiday season. Warm mittens, new teddy hats with visor, capes, turbans or earmuffs, as well as jewellery or fun bag pendants and charms made with #MaxTheTeddy.

The new Spring-Summer 2020 collection hits the catwalk: from three-piece Prince of Wales suits to outfits combining Bermuda shorts with multi-pocket shirts in pastel colours.

The winner of the latest Max Mara Art Prize for Women, Helen Cammock, is featured at the Whitechapel Gallery in London with the project: Che si può fare (June 25th – September 1st), a result of a six-month residence in Italy, organised in 2018 by Max Mara, the Whitechapel Gallery and Collezione Maramotti, and expressly designed by the artist, winner of the prestigious biennial award.

With the Pre-Fall 19 collection Max Mara pays homage to the special alchemy generated by Nureyev and Fonteyn dance performaces. The result is a collection that speaks softness in all shades of alabaster, cream, rose, copper, and supported by black, white and a dash of rouge.

Evening wear doesn’t get sharper than this. The tuxedo jacket may be borrowed from the boys but these pieces seen in the new Max Mara tuxedo-themed Fall Winter 2019 capsule collection take classic masculine tailoring to a whole new level of girl power.

 

In the 30th anniversary of the fall of the Berlin Wall, Max Mara salutes the renaissance of this great city with a special fashion show. An exclusive venue: the Neues Museum in Berlin which hosted a Runway Show for the very first time.

A new sense of glamour magic energises Max Mara’s idea of power dressing this Fall Winter 2019, creating a contemporary collection that is sharper and sassier than ever.

The Max Mara SS19 vision presents an empowered sense of self, taking shape through sharp and sculptural silhouettes in a colorfully impactful palette.

A perfectly polished Jennifer Lopez redefines power dressing in the #MaxMaraSS19 total looks. #MaxMaraWomen

The beautiful Julia Roberts seen out in NYC in her #MaxMaraTeddyBear coat. #MaxMaraWomen

The always beautiful Jessica Biel wears the #MaxMaraSS19 jumpsuit on set of The Tonight Show Starring Jimmy Fallon. Styling by Rob Zangardi #MaxMaraWomen

A refreshed overview of the Max Mara heritage, “COATS! Max Mara, 60 years of Italian fashion” returned to Seoul. Presented at the Dongdaemun Design Plaza, the exhibition included a site-specific installation by the Korean artist Yiyun Kang, curated by Daehyung Lee.

Actress Sophia Bush is captured wearing the double breasted #MaxMara white pant suit in Los Angeles. #MaxMaraWomen

Ellen Pompeo wears the #MaxMara #SS19 navy one shoulder top and trousers at the 2018 #InstyleAwards. #MaxMaraWomen

After Germany, Japan and China, the “COATS! Max Mara, 55 years of Italian fashion” show reached Moscow. The exclusive selection of 70 coats dating from the 50s to the present day, was hosted at the prestigious State Historical Museum.

Queen Rania of Jordan sets the tone in sharp tailoring from the #MaxMaraResort19 collection in New York. #MaxMaraWomen

The #MaxMaraTeddyBear coat worn by Julia Restoin Roitfeld as she gets ready for the holidays. #MaxMaraWomen

Ultra-feminine and faultlessly flattering, the Manuela’s cinched-waist silhouette celebrates and elevates the beauty in every woman. An empowering style statement as unique as you are.

From the very first Sportmax show in 1976 and the first Max Mara show in 1983 to the memorable 2016 Monopolis! presentation in Shanghai, the runway remains the cornerstone of the Max Mara repertoire — a form of artistic expression and a chronicle of evolving culture and style.

From the ladylike 50s and the empowered 80s, all the way to today – Max Mara has always been an advocate for female empowerment. Since 2005, the brand also actively supports female talent in the creative fields, engaging with a rapidly changing world and inspiring women to take the lead.

Ultra-plush and fuzzy, yet with a worthy wow factor, the Teddy has quickly become a firm favorite with the fashion crowd. A sartorial dream come true, throw it on for instant cozy chic – gasps of utter delight guaranteed.

Izabel Goulart enjoys #PFW wrapped up in the #MaxMaraTeddyBear coat. #MaxMaraWomen 📷 Patrick Sawaya

Yesterday, today, tomorrow – the 101801 is forever chic. A beautiful balancing act between tradition and newness, fashion’s most iconic coat deserves a moment in the spotlight – then, now and again.

Elsa Hosk wears the oversize #MaxMaraTeddyBear on a Friday night out. #MaxMaraWomen

Rita Ora spotted out in London in her #MaxMara #FW18 coats. #MaxMaraWomen

As the 90s unfolded — a decade that revolutionised fashion photography — the focus of Max Mara’s storytelling shifted towards the product and manufacturing processes. Worn by top models and captured by the legends of the era, the ultra-minimal, luxurious aesthetic became the label’s signature.

In the beginning, no one realised how special it was — and yet, still today, it represents style and value that don’t fade with time. Sketched by Anne-Marie Beretta in the 80s, the 101801 coat was created: the heart and essence of the Max Mara identity.

Rosamund Pike seen wearing a classic camel #MaxMara look in London. #MaxMaraWomen #GoldenGlobes

With the fascinating scenery designed by the Milan-based Migliore+Servetto architects, the “COATS! Max Mara, 55 years of Italian fashion” exhibition continued in Beijing. The venue of choice was the esteemed National Art Museum of China.

This is to acknowledge and credit the Max Mara 101801 coat worn by top model Karlie Kloss while arriving to the Today Show in New York.

The pervasive climate of protest of the 70s coincided with the birth of Sportmax in 1969, and its first experimental fashion show directed by Jean-Charles de Castelbajac in 1976 – an entirely new interpretation of style inspired by the melting pot of cultures: modular, interchangeable and modern.

The retrospective tracing the history of Max Mara’s iconic coat collections — the worldwide journey of “COATS! Max Mara, 55 years of Italian fashion” exhibition began in Berlin, where it was presented at the Kulturforum of the Staatliche Museen.

Featuring sketches from the archives, which reveal the designers who had worked with Max Mara during its history, the second stage of the “COATS! Max Mara, 55 years of Italian fashion” project saw the exhibition open at Tokyo’s Mori Arts Centre.

The economic boom and the euphoric energy of the 60s led to the formation of the Creative Studio. Strategically located in Max Mara’s headquarters in Reggio Emilia, it worked closely with the decade’s most talented designers, transforming their vision into a democratic, ready-to-wear dream.

In the 50s, Achille Maramotti had a dream: to transform a man’s coat into an iconic piece for women. He seized the opportunity of bringing together Italian tailoring with new trends, such as French haute couture and American industrial productivity. In 1959, the Max Mara factory was established.

Julianne Hough supremely elegant at the #VanityFairOscarParty in a #MaxMaraivory silk gown. #MaxMaraWomen#VFOscars

Let’s hear it for generous proportions, capacious pockets, chunky zips and enveloping silhouettes. This is the part of the collection where the useful gets glamorous.