The success was immediate.
In the sixties, Max Mara evolved the production techniques, and at the same time, the range of products: alongside the typically mannish broad double-breasted coats were small collections, which comprised elegant suits as well as more sporting lines.
In these years the creative staff was also enriched, and outstanding personalities, such as Luciano Soprani, Lison Bonfis, Graziella Fontana and Emanuelle Khan began to collaborate on the development of the collections and new lines such as "Pop" and "My Fair". A decade further on, and stylistic collaborations included Anne Marie Beretta, Nanni Strada, Guy Paulin, Jacques Delahaye, Jean Charles de Castelbajac and others.
MAX MARA Eyeglasses
Max Mara Eyeglasses:
The Passion and the Tradition in a conscious evolution. Today, Max Mara is a model and reference point for Italian and international prèt-a-porter; the passion and determination of the founder has been enthusiastically seized by the new generation, continuing the innovative traditions started 50 years ago.
In 1951, Achille Maramotti, freshly graduated in law, decided to dedicate himself to haute couture; a family passion passed down from his great-grandmother Marina Rinaldi, who in the late nineteenth century operated a luxury fashion house in the heart of Reggio Emilia. His desire was to produce high-quality manufactured women's clothing. This was a somewhat avant-garde idea in the Italy of the time, where fashion was still an exclusively hand-crafted activity. The very first collection, a camel coat and a geranium red suit, incorporated the ideals of future production: essential and precise, clean cuts and decisive lines. French inspired designs, but reinvented through the lens of traditional Italian style.