In 1951, Achille Maramotti, recently graduated from law school, decided to dedicate himself to haute couture; a family passion passed down from great-grandmother Marina Rinaldi, at the end of nineteenth century operated a luxury in the heart of Reggio Emilia. The intention is to produce high-quality women's clothing. This was a somewhat avant-garde for a country like Italy, where fashion was still only a craft.
In the photograph of the sixties the home of Max Mara in via Fratelli Cervi in Reggio Emilia.
The first MaxMara advertisement, designed by the futurist Erberto Carboni Photo MaxMara
The Original sketch of the coat model 101801
The eighties saw the birth of one of the symbols of the House, the double-breasted coat "101801" created by Anne Marie Beretta, with kimono sleeves in wool and cashmere mix absolute best seller and has since offered each winter collection without any modification.
Max Mara coat´s different versions
|Photo William Wegman
William Wegman photographed his weimaraner modelling the 101801 coat Photo William Wegman