# Max Mara Fashion Group

> Max Mara Fashion Group is a privately held, family-owned Italian luxury house founded in 1951 in Reggio Emilia by Achille Maramotti. Credited with helping create Italian pret-a-porter, the group turned industrial precision toward high-quality women's ready-to-wear, becoming best known for its camel coats and outerwear. Today it operates a portfolio of brands - including Max Mara, Sportmax, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co. and Marina Rinaldi - across roughly 100 countries with about 6,000 employees and around 2,300 stores, while remaining wholly controlled by the Maramotti family.

- **Founded:** 1951
- **Headquarters:** Reggio Emilia, Italy
- **Founders:** Achille Maramotti (Founder)
- **Team size:** ~6,000 employees worldwide
- **Products:** Max Mara (core line), 101801 Icon Coat, Teddy Bear Icon Coat, Marina Rinaldi, Sportmax
- **Notable:** Credited with helping create Italian pret-a-porter by industrializing high-quality tailoring, The 101801 camel coat (1981) became one of the most recognizable garments in fashion, Camel coats displayed at the V&A (London), the Fashion Museum of Paris and Copenhagen's Industry Museum

## Products & services

- **Max Mara (core line)** — The flagship women's ready-to-wear label, centered on coats, outerwear, tailoring and the iconic camel coat.
- **101801 Icon Coat** — Signature double-breasted camel coat with oversized kimono-sleeve cut, designed by Anne-Marie Beretta.
- **Teddy Bear Icon Coat** — Plush alpaca-and-wool coat that became a global bestseller and widely imitated silhouette.
- **Marina Rinaldi** — Luxury ready-to-wear line for curvier women, one of the first premium plus-size offerings.
- **Sportmax** — Contemporary, fashion-forward runway line aimed at a younger, trend-driven customer.
- **Weekend Max Mara** — Relaxed, everyday luxury separates and outerwear for modern lifestyles.
- **MAX&Co.** — Younger, more affordable and playful ready-to-wear brand.
- **Marella / Pennyblack / iBlues** — Accessible Italian ready-to-wear labels rounding out the group's price and style spectrum.
- **Whitney Bag** — Signature handbag designed with the Renzo Piano Building Workshop to mark the new Whitney Museum.

## Achievements

- Credited with helping create Italian pret-a-porter by industrializing high-quality tailoring
- The 101801 camel coat (1981) became one of the most recognizable garments in fashion
- Camel coats displayed at the V&A (London), the Fashion Museum of Paris and Copenhagen's Industry Museum
- Grew to roughly 100+ countries, ~2,300 stores and ~6,000 employees while staying family-owned
- Established the Max Mara Art Prize for Women, supporting emerging women artists
- Marked its 75th anniversary in 2026 as an enduring, independent Italian house

## Latest updates

- **2026-02** — Presented its Fall 2026 ready-to-wear collection in Milan; design director Ian Griffiths drew on historical figures like Matilde di Canossa and motifs of armor and durability.
- **2025-01** — Celebrated the 10th anniversary of the Whitney Bag at the Whitney Museum in New York.
- **2025** — Group sales reported at approximately €1.99 billion.
- **2026** — Marked its 75th anniversary, continuing to emphasize heritage, craftsmanship and women's empowerment.

## Links

- Website: https://maxmarafashiongroup.com
- LinkedIn: https://www.linkedin.com/company/max-mara-fashion-group
- Twitter/X: https://twitter.com/maxmara
- YouTube: https://www.youtube.com/user/maxmara
- Instagram: https://www.instagram.com/maxmara/
- Facebook: https://facebook.com/pages/refname/119600864759372
- TikTok: https://www.tiktok.com/@maxmara

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Published by YesPress — https://yespress.io
Last updated: 2026-07-26