Max Mara

Mimi ON Aug 29, 2009 AT 6:46 pm

Max Mara A/W 09 Collection

Max Mara A/W 09 Collection

The king of the timeless wardrobe, Achille Maramotti, established the Max Mara house in 1951 in his hometown of Reggio Emilia in Italy. He was first introduced to the world of fashion through his grandmother, who was a tailor, and through his mother’s dressmaking school.  His vision was very far-sighted, for at the time ready-to-wear high fashion did not really exist.  Luckily, the chance he took more than paid off; in 1969, he launched Sportmax to cater to a younger clientele, and today his company has spawned nearly twenty labels for customers of all ages and sizes.

Max Mara on the runway

Max Mara on the runway

Max Mara’s classic style has remained fairly consistent since 1951, and is based around understated, elegant yet eminently wearable clothes.  High quality tailoring has always been a company trademark as well—Max Mara clothes are designed to have staying power, both stylistically and structurally.

Although Maramotti passed away in 2005 (the same year he was listed in Forbes’ Rich List), Max Mara continues to be a family-run company, with Achille’s son Luigi holding the reins.  Interestingly, however, no one in the family is a fashion designer.  Instead, the company has employed several famous designers such as Karl Lagerfeld, Guy Paulin, and Luciano Soprani to create its collections.

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