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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.