Max Mara

Max Mara biography

Founded by Achille Maramotti in 1951

Achille Maramotti was born into a family passionate about haute couture. His Great Grandmother, Marina Rinaldi, operated a luxury fashion house in the late nineteenth century and his mother, Giulia Fontanesi, taught sewing and published books dedicated to the ‘theory of cutting’. Fontanesi launched the Maramotti Cutting and Dressmaking School providing her son the opportunity to train there.

Although Maramotti had a fascination with dress making, he decided to study law at university. However when he graduated, Marmotti returned to his original passion – haute couture.

Maramotti had the desire to produce high-quality manufactured women’s clothing when at the time; Italy was only producing hand made clothing. This ambition led to Maramotti launching his business, Confezioni Maramotti in 1951. The first collection featured a camel coat and geranium red suit, the clean cuts and French inspired designs started the label’s distinctive style aesthetic.

By 1954 the company had over 200 employees. Needing a larger premises to cater for the house’s growing success, the business moved and took on the name Max Mara Industria Italiana Confezioni.

The initial success encouraged Maramotti to promote his products further. In 1955 he presented his autumn/winter collection in Corina D’Ampezzo, his first runway show. In the same year Maramotti’s products were displayed in the windows of prestigious boutique Al Duca d’Aosta in Venice.

In 1958 Maramotti started advertising the brand with their first poster designed by Erberto Carboni.

By the beginning of the sixties the company’s success was evident and it continued to grow. The magazine Arianni showed 40 Max Mara models in 1960 and gave the readers the opportunity to vote for their favourite model. The following year the label had a plus size collection, the May Fair line.

Jacques Delehaye and Luciano Soprani started collaborating on the Max Mara collection in 1967 and 1968. The company, together with footwear manufacturer Bruno Magli, launched the Boutique 2M in Milan in 1968.

In 1980 Max Mara debuted its first fashion show in Paris. The following year the 101801 coat was designed. The wool and cashmere blend double-breasted coat became a best seller.

The Max Mara collection was presented for the first time during Milan Fashion Week in 1983. By 1986 Max Mara was manufacturing thirteen brands and in 1989 the company launched their own publication, the MM magazine.

In 2005 Achille Maramotti died. His two sons and daughter carried on the business.

With over 23 brands and more than 2000 boutiques in over 105 countries the Max Mara group has become one of the most important international fashion companies.

The Max Mara style is a refined glamour and chic. The styles are sartorially traditional but with a contemporary modern feel. A practical style is provided for the modern fashionable woman.

Max Mara biography

 

Saxony Dudbridge

Written by Saxony Dudbridge

Saxony Dudbridge was one of the first contributors to the Catwalk Yourself project, Saxony studies International Fashion Marketing and she is responsible for our great History and Designers Biographies sections.


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