Max mara brand history. Brand Max Mara
It is difficult to find at least one person who keeps up with the times, who at least once in his life has not heard about the fashion brand MaxMara. But few people thought that such popularity has been painstaking work for more than 60 years. All this time, the MaxMara brand has remained true to quality, laconic style and the image of a confident and modern woman. This giant of the fashion industry, without betraying himself, never seeks to catch the changing fashion by the tail, creating models that have been relevant for decades. This strategy brings more and more fans into the cozy embrace of a famous brand.
Many would be interested to know who is behind the brand? The MaxMara brand begins its history in the small Italian town of Reggio Emilia. Here, in 1927, the founder of the company, Achille Maramotti, was born. The MaxMara founder's stories about his family lead to the idea that his entry into the fashion industry was secured even before he was born. And the main role in this was played by his mother and grandmother. So, in the male line, his great-grandfather was a farmer, and his grandfather and father were writers. Achille got his love for fashion from his great-grandmother Marina Rinaldi, who kept her own atelier, and mother Giulia Fontanesi Maramotti, she taught cutting and sewing courses in her city. Achille Maramotti's mother was modern independent woman and instilled these qualities in her pupils. For such women, the MaxMara collections were subsequently created.
At a young age, Akkile Maramotti, who has a talent for sewing, has already chosen a further path for himself. But he decided to go further than his great-grandmother and mother. Therefore, in order to gain more knowledge to conduct his business, the young man enters the Faculty of Law at the University of Parma. After graduation, he spent several more years gaining experience in a Swiss manufacturing company. outerwear.
In the middle of the 20th century, fashion was the prerogative of movie stars and the bohemian elite. Middle-class women had to settle for mediocre quality clothing or pay significant sums for custom tailoring. It was at this time that Achille Maramotti took his first revolutionary step in the fashion industry. In 1951, at the age of 24, he founded his company MaxMara.
The second part of the brand name comes from the beginning of the Maramotti surname. But the origin of the first part has two versions. The first says that it appeared as a prefix for a better sound in the international market, because Maramotti was already planning such prospects at that time. The second option: this is a real-life "Count Max", which was distinguished by an exquisite style of clothing.
When MaxMara launched its first collection in 1951, it consisted of a suit and two coats. The models got their inspiration from the French fashion shows. Achille sewed his first creations himself. Due to the fact that the collection was so small, it was decided to place it in the window of a fabric store. Despite the extravagant decision, this collection was a huge success. There were several reasons for this:
laconic style of models, calm colors;
high quality of the product;
first steps in mass production of designer clothes.
Production began to grow gradually. By 1958, MaxMara brand tailoring had reached an industrial level, with 200 people working at Achille.
The business card of MaxMara: since the coat was the basis of the first collection, it also had a dominant position in the work of the MaxMara brand in the future.
This model has undergone some changes over time, but has not lost its relevance to this day.
MaxMara coats are famous for their excellent quality, they are able to maintain their original appearance for many years, and with proper care, even decades. For their production, either 100% wool or cashmere blends are used.
Today, MaxMara has a huge collection of about 4,500 models of vintage coats of its own production. Also in this collection are photographs, sketches and magazines.
Another innovative idea of Achille Maramotti was the demonstration of models along with accessories: a bag, shoes, glasses and more. What we take for granted today was a revelation at the time.
In the process of development and expansion, the MaxMara brand launches new fashion lines. Classic style remains at MaxMara.
In 1980, the Marina Rinaldi line was born, for women of age and body. She is named after her great-grandmother Achille Maramotti.
In 1982, a new Weekend line was created. These are comfortable clothes classical style casual, well suited for every day and for outdoor activities.
Later, the Max & Co line was released - classic models in casual style.
MaxMara has a lot of lines, these are:
SportMaxCode is a feminine and glamorous line for young women, made with bright colors and fashion trendsiBlues - exclusive and expensive models
Pianoforte - line evening dresses for special occasions
MaxMara Studio and S MaxMara is a classic premium collection that is more affordable than MaxMara and designed for business women over 20 years old
Marella and Pennyblack - inexpensive clothing brand MaxMara
MaxMara Defile and Sportmax Defile - a "maxi luxe" line created especially for the show in Milan
Accessories - a line of accessories that harmoniously complement the main collections
MaxMara Occhiali is a line of sunglasses characterized by exclusive design and excellent quality.
In 2005, on January 12, Achille Maramotti dies, leaving the company to his sons Luigi and Ignazio and daughter Ludovica. He set up a sales network in 90 countries, which included more than 1240 stores. At the time of his death, Akilla was 78 years old and he was on the list of the richest people. Before his death, in 2004, he introduced the first MaxMara fragrance.
Achille Maramotti realized his plans and made accessible the design, quality clothes for many women. Numerous brand lines allow you to choose suitable model within the required price range. She still reflects the modern, independent woman of the era.
MaxMara today occupies a worthy place in the global fashion industry. The company confidently holds the third place in the production of clothing in Italy. It reflects everything that is commonly called the phrase "made in Italy".
The Apennine Peninsula is famous for its talented sculptors and artists. And if the Renaissance brought Italy a reputation as the queen of fine arts, then the middle of the last century gave her the status of the capital of world fashion. 
In the 1950s, a young Italian lawyer, Achille Maramotti, abruptly changed his fate. Following a family vocation, he founded an enterprise unusual for those times - tailoring and selling ready-made clothes. What was the 24-year-old boy thinking? After all, the Italians were faithful to their ... dressmakers. It seemed that the custom of dressing at the sewing craftswomen could not be sent to the forefathers, but time showed something completely different ... 
Read also: As the great-grandson and son of a dressmaker, Achille Maramotti knew women well. He suggested to his clients natural fabrics and elegant silhouette. Despite gloomy forecasts, after 7 years, Maramottina's modeling business began to bring good profits. Italians finally appreciated the opportunity to buy finished dress at democratic prices. 
Read also: Despite the fact that the Italians liked the products of the House of Max Mara, its fashion designers did not immediately say their word in World Fashion. The first models of the Italian maestro - coats and dresses that fit at the waist, were sewn under the impression of the creations of French couturiers. But soon Achille Maramotti had his own "voice". The explosion of sun, youth and energy experienced by swinging London inspired the couturier to create sports models and unisex clothes. This is how the Sportmax series was born. 
Today, the Italian fashion house MaxMara brings together half a dozen fashion brands. And its production is in third place in the country. Read also: Until the early 80s, the development of the brand went smoothly. And so the happy muse who visited Anna Beretta gave her the idea of a coat with a double-breasted collar, made of soft cashmere. The famous coat, model 101801, invented by the French designer for Max Mara, was destined to play the first violin in the orchestra of the conductor Achille. Having instantly won the hearts of fashionistas, the coat 101801 is still the leader in every collection for winter, annually presented by the House of Max Mara to the spectators. 
…Achille Maramotti, the creator and inspirer of Max Mara Fashion Group, has not been with us for six years. But his Fashion House continues to delight with refined and elegant coats: short and knee-length, fitted and with a straight silhouette, with leather belts and fur details, they remain a dream for every modern woman with good taste. 
Max Mara is a women's clothing with a worldwide reputation. It is a symbol of quality and design. But what do you know about Max Mara? Let's lift the veil of secrecy! It is worth doing, because behind the international success Max Mara stands a family history of 160 years and the biggest names in the world of fashion.
History of Max Mara
history of the company Max Mara began about a hundred years before its foundation. In the 1850s, Senora Marina Rinaldi kept a fashion atelier in the small Italian town of Reggio Emilia. The atelier was famous for its high quality tailoring and attention to fashionable details.
In the 1920s, Senora Rinaldi's granddaughter, Giulia Fontanesi Maramotti, began teaching fashion design, published a series of books on cutting theory, and opened her own school of fashion design.
In 1951, Accile Maramotti, son of Giulia and great-grandson of Marina Rinaldi, founded the company Max Mara. A family passion for fashion, design and the perfect cut predetermined his choice. Company Max Mara specialized in elegant women's coats and costumes.
Max Mara today
Today the group of companies Max Mara- the flagship of the world fashion pret-a-porter. Refined fabrics, trendy design and, as always, perfect fit make the products Max Mara so popular in Italy and all over the world.
Max Mara It is still a family business. Since the death of Accile Maramotti in 2005, the group of companies has been run by his sons and daughter.
Some numbers about Max Mara
To the group Max Mara includes 41 companies. The group operates 9 brands that produce over 60 collections per year. In Group Max Mara over 5000 people work. Products Max Mara presented in 105 countries, it can be bought in 2334 mono-brand boutiques, as well as 10,000 multi-brand stores worldwide.
Big names associated with the brand Max Mara
IN different years design for Max Mara developed (anonymous) Karl Lagerfeld, Luciano Soprani, Dolce & Gabbana, Anne-Marie Beretta, Narciso Rodriguez, Moschino, Proenza Schouler and other, no less eminent couturiers. That's why models Max Mara always so relevant and fashionable! Surely over collections Max Mara 2019 stars have worked modern fashion, whose names under the terms of the contract have not yet been disclosed.
The name matters!
Name Max Mara easy to pronounce in any language. Perhaps this is one of the secrets of the international popularity of the brand.
Max Mara group brands
To the group of companies Max Mara includes 9 brands that produce women's clothing, bags and accessories - for different situations, for women different ages and different builds.
Max Mara
Max Mara is a clothing for women in which the luxury of details and exquisite cut are combined with practicality and convenience. Max Mara is a coat and suits for every day to be fashionable and elegant every day.
Sportmax line
Collection sportmax was proposed by Max Mara in 1969 under the influence of the "swinging London" atmosphere. sportmax is a more eclectic, more avant-garde alternative to the usual sophisticated and refined style Max Mara.
Weekend Max Mara line
The name speaks for itself. Clothing for leisure, for country walks, for fresh air and Have a good mood. But don't think that Weekend Max Mara- these are down jackets and nothing more. branded Weekend Max Mara A wide range of products is produced - from jeans and sweaters, to shoes, accessories and jewelry.
Max & Co line
Brand Max&Co- for young people creative women who want to create their personal image by combining things different colors and styles. Max&Co– for a modern, dynamic, eclectic and lively lifestyle.
Marella
Marella is clothes for young, dynamic, modern women who want to please themselves and please others. Every thing Marella designed to make you enjoy wearing it, and everything around you from looking at you.
Iblues
Iblues is the group's brand Max Mara for young, courageous women who follow fashion trends want to be part of the fashion world and are not afraid to experiment with their looks. branded iBlues line is also produced Blues Club- Clothing in the style of "Sports and College".
Pennyblack
Pennyblack is a brand for modern women that takes into account their needs in clothing for any time of the day and for all occasions. Pennyblack releases three lines. Pennyblack Black Label– for the office and business meetings, elegant and fashionable clothes for work. Pennyblack Gray Label- fashionable and democratic clothing for leisure. Pennyblack Pink Label- bright colors and clean silhouettes for special occasions and evening outings.
Marina Rinaldi
Marina Rinaldi is the legendary brand of the company Max Mara named after the great-grandmother of the founder of the company. Marina Rinaldi was the first brand in history to offer an up-to-date, fashionable clothes women magnificent forms. Collections Marina Rinaldi Sold in over 300 stores worldwide, they prove convincingly that style is not a matter of size. Style is a matter of attitude!
persona
persona is clothing for young women, presented in a wide range of sizes. Modern design, trendy prints and competitive prices make clothes persona really trendy and affordable. persona convincingly proves that every woman, regardless of her age and size, can be a fashionable person!
Max Mara- women's brand No. 1 in Italy, the flagship of fashion and style worldwide. Max Mara launches its own glossy edition of MM Magazine with a circulation of 500,000 copies, sets the tone for what to wear, how to wear and with what to wear, and knows exactly what lovers will wear in advance Max Mara in 2019.
The idea of creating MAX&Co
The MAX&Co brand was originally positioned as a subsidiary of the Italian company Max Mara Fashion Group. A well-known holding producing women's clothing and accessories has wanted to expand the boundaries of the fashion business since the 1950s. Thus, the idea arose to create a second brand, completely new, with a fresh look at fashion, but at the same time retaining the unique style and charm of Max Mara.
The MAX&Co brand is designed for a youth audience. The founders of the brand set themselves the main goal to create an image modern girl, who knows a lot about fashion, has a sense of style and fine lines between natural charm and luxury. The brand offers a complete look from MAX&Co - from outerwear to accessories.
Free float success
The first MAX&Co boutique opened in Italy in 1986. Young fashionistas immediately fell in love with the ultra-modern style of the brand. And until today it is one of the most popular among today's youth. Designers closely monitor the fashion trends of our time, intertwining them with creative ideas. As a result, new amazing images are obtained - fresh and bright, like youth itself.
Today MAX&Co is an independent and successfully developing brand. Its network of stores is distributed on 4 continents, in 38 countries of the world. Introduction to production innovative technologies, unique materials and fabrics, as well as a democratic pricing policy, brought the brand to a worthy position in the fashion industry. The quality of goods remains consistently impeccable, because MAX&Co items are created in the same Italian factories that serve the Max Mara brand.
Glamorous optical experiments
Youth brand MAX&Co - personification modern style, glamour, youthful carelessness. In step with fashion trends optical collections of the brand are also walking. Designers are experimenting with unpredictable combinations of colors, shapes, materials. Due to the creative ideas of professionals and new approaches to the creation of glasses, products acquire a special charm, uniqueness and original features of a famous brand.
An enchanting mood is created by a juicy palette of colors in which the frames are made. Red, pink, blue, purple, white - MAX&Co glasses are designed for bright, emotional people. They love life, value freedom, strive to highlight their individuality. With stylish frames of a popular brand, you are young and energetic, full of wonderful feelings and inspiration.
Most of the brand's frames are made from cellulose acetate. This material is very popular in modern production and is widely used in the creation of glasses. The products are light, and even massive frames with wide temples are practically not noticeable on the face. In addition, such models are very convenient to use, do not cause allergic reactions when in contact with the skin. Another advantage of plastic is the ability to apply a variety of patterns and colors to the body of the frame or the arc of the temples. Designers successfully beat this technique, creating amazing specimens of glasses.
An important feature of MAX&Co products is their availability to a wide range of consumers. Despite the significant difference in price compared to Max Mara brand glasses (the latter are much more expensive), MAX&Co frames have excellent quality and durability guarantee.
The famous company Max Mara celebrates its 60th anniversary in 2011. Over the years, Max Mara has created many collections, but especially the Max Mara coat should be noted.
A coat is exactly the wardrobe item that can emphasize your femininity and elegance, and the Max Mara coat is a coat in which you will look simply luxurious, it will become an integral part of your wardrobe. Laura Lusuardi, creative director of Max Mara, says that she thinks you can look fashionable by wearing the brand. And you can trust her, she has worked in the company for 50 years.
Laura, like Max Mara, is from Reggio Emilia. She was born and raised in a family that has long been engaged in the sale of fabrics. Parents had a small shop there, in which Laura was accustomed to seeing luxurious fabrics from childhood. And so she has a reverent attitude towards them, as, indeed, towards fashion. And it is not surprising that the 18-year-old girl Laura came to work for Achille Maramotti (Achille Maramotti). Fashion for her already then had an attractive force. And she firmly decided to devote her life to it. Maybe that's why Marramotti, without hesitation, took the girl to work with him. True, in the beginning, all her work consisted in the fact that she carried coffee, simply speaking, she was on errands. (Remember the movie The Devil Wears Prada).
The Maramotti company was also just developing then. Achille Maramoti was 24 years old in 1951. He graduated in law from the University of Parma. And somehow talking with one of his clients, who was engaged in the production of raincoats, I thought if he should try to open his own business. Yes, and how not to decide on such a step, when many in the family before him were already engaged in such a craft, i.e. sewing. The family carefully preserved the traditions of their handicraft heritage. His grandmother was the owner of the atelier, and his mother, Giulia Fontanesi Maramotti, taught cutting and sewing courses and at the same time taught her pupils to be independent women. In those distant 20s, this was very relevant. Recently completed the first World War, many women remained in the family for their mother, father, and older sisters and brothers - men were sorely lacking.
Max Mara coat is the first collection.
Maramotti's main goal was to open a clothing factory. He realistically assessed all his possibilities, developed a business plan, chose the target audience - women with an average income. At the time when Maramotti began to implement his business plan, most Italian craftsmen sewed clothes by hand and to order, which cost many very unaffordable. By the way, his first collection consisted of only one coat and one suit. Where to put such a modest collection? And here Achille did not lose his head. He convinced the owners of fabric stores to list his collection on. And suddenly, surprise! His coats were recognized by buyers as the best. Although it can be called a surprise, when a reward always follows for work and patience, especially since it was work that Akille did not only with his own hands, but also with his soul. Soon, 200 people worked for him, and in 1964 he opened the first store, behind which the following ones began to grow one after another ... Yes, his products became popular and recognizable.
Maxima was formed to manage the chain of stores. This is how the new name of the brand came about, which today is known as Max Mara. And together with the company, Laura, the future creative director, grew and mastered the knowledge. She oversaw all the processes taking place in the company, and when she was offered a design job, Laura carefully coordinated all the details of preparing the collection of the then new Sportmax brand. Yes, it could be said with certainty that Achille Maramotti was not mistaken in her, as well as he was not mistaken in choosing all his employees, his entire team, fanatically passionate about work. There are no random people in the company, everyone works and lives like one family. Everyone here knows that the success of the company depends on each of them, so it is not customary to relax. Laura herself speaks about this. Is it possible? The main principles of Maramotti are to enable people to grow and develop professionally, and besides this, the owners of the company themselves work hard from generation to generation, and thus set an example for their employees. It turns out that everything is very simple .... Many have been working here for at least 15 years or more. The company continues to select young and talented designers, in whom it brings up a creative approach, diligence, appreciates creative thinking and non-standard ideas in them. To realize your ideas, you need patience and knowledge of the history of fashion - these are the main principles that are laid down in the training of young designers.
Max Mara already had several lines in the mid-60s, they were mainly focused on youth demand. These are the lines: My Fair, Max Mara Pop and Sportmax. Then the ideas of fashion differentiation by age were born, and such lines as Marella, Persona, Pianoforte, Marina Rinaldi and others arose. Today the company has 23 autonomous brands. In the 70s, the company opened boutiques in France, Belgium, Holland, and Great Britain. That's just in America, Max Mara opened its existence in the 90s. The newspapers enthusiastically hailed "..the giant of Italian fashion..". Today there are over 2,000 boutiques in 105 countries and 5,000 employees worldwide. In 2010, the turnover amounted to 1.2 billion euros.
Over the years of the company's existence, a unique collection has been assembled, which, in addition to coat models from different decades, includes photographs, magazines, and sketches. The archive contains about 4,500 vintage models collected from all over the world from the beginning of the 20th century to the present day. All this is available to all employees, but mostly designers often use the archive, who draw inspiration from studying the history of fashion, and as Laura Lusuardi says - "... thus confirming the philosophy of Max Mara - fashion is history, fashion is culture." “Beauty is difficult to create, but it is even more difficult to protect and preserve it,” said the great Leonardo da Vinci. Max Mara succeeds in both. Max Mara models are the epitome of femininity. This is probably why Laura Lusuardi is impressed Russian history and culture, inspired by the works of the great jeweler Faberge, created new model under the name "Anna", which is dedicated to the heroine of Leo Tolstoy's novel "Anna Karenina". Model first named female name. This coat is the epitome of elegance and luxury. The model is decorated with a mink collar, trimmed with gold brocade and lining with an astrakhan fur print.
Achille Maramotti always approached everything in his work with innovative ideas. He invited to cooperate famous designers, therefore, the collections of Max Mara are associated with the names of Dolce and Gabbana, Narciso Rodriguez and many others. When surrounded by such professionals, it is easy for everyone to work and, most importantly, for pleasure. It was Achille Maramotti who discovered the principle of displaying goods (which is now completely obvious) - all coat models were shown along with accessories: bags, shoes, etc. Such a demonstration was an attractive force. The fame and fame of Max Mara continues to grow even now. “… A coat has no age…” - how would one disagree with Laura Lusuardi, if almost all Max Mara coats from the collections of different decades are still relevant today. Many examples can be cited in support of what has been said, for example, coat 101801, which is still a cult model of the company today. This coat is very popular every year during the demonstration of the collection, it does not go unnoticed, so it is repeated again and again from season to season. The coat was created in 1981 from wool and cashmere, with large sleeves - kimono. He is already 30 years old, and his design has not changed since then.
Laura Lusuardi says the company's design challenge now is to make the Siberian goose down jacket as popular as ever. By the way, the name of the new coat - "" and a down jacket on Siberian down - is a tribute to Russia.
It seems that after reading about the famous company, you will think and say, “And I should also have a coat from Max Mara, because Max Mara today is a lifestyle.”
Max Mara is a family business and in 1989 Achille Maramotti handed over the management of the company to his children, who carefully preserve their artisan heritage.
