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. Read More