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With the drawing of this Love and the voice of this Calling 
we shall not cease from exploration 
and the end of all our exploring
 will be to arrive where we started
 and know the place for the first time.

At a glance

Recognised throughout the world as the precursor of modern pret-à-porter fashion, the Max Mara Group is one of the largest international fashion houses and the first Italian clothing company. The company was formed (in 1951) with the aim of offering “haute de gamme” feminine clothing, produced according to excellent industrial processes. This is a record that the Max Mara Group has consolidated over time through a meticulous, luxurious style that has always achieved rising success on a world-wide scale, demonstrated today in more than 2,300 stores.



Sophisticated designer outlets open worldwide, not only on the most famous shopping streets of metropolises such as Milan, Paris, London, Moscow, New York and Tokyo but also in South Africa, Saudi Arabia, Bahrain, Australia, Brazil or New Caledonia. Even in China a network of over 245 sales outlets has been opened in less than ten years, extending from Beijing and Shanghai to Qingdao, Shenyang and Old Hangzhou. In total, the Max Mara Group has chosen to operate in 105 countries, both directly and through the other 10,000 multi-brand stores.

The company has pursued international ambitions from the outset, starting with its name: Max Mara. This sharp name is easy to pronounce in all languages.

CREATIVITY EXPERIENCE

As well as coats and suits that the group started with, today the Max Mara Group produces all wardrobe categories with numerous accessories and complementary fashion items.
The group offers an array of items created ahead of the times and building on the strongest fashion trends of the moment with a strongly recognisable personality. This is achieved through continuous innovation in terms of cuts and lines. 



The group has followed a personal fashion philosophy that has always benefited the work of the collections, in relation to the personalities of collaborators and consultants.
Therefore, creativity has never been intended as "pure innovation" and reliant on the abilities of an individual but developed through a combined production process involving several professionals.
These include designers, product managers, fabric

 

researchers, tailoring and production staff, and marketing and communication experts. 



The result of all this is a strong, special collation of fashion that is both well-researched and pragmatic at the same time. This truly is prêt-à-porter fashion: "ready" to be seen, tried and worn.

"Business creativity" has been one of the main roots of the Max Mara Group from the outset and is constantly applied, even with the most famous collaborators and consultants. The group works with young talents and international, nouvelle-garde, celebs as well as notable stylists whose names, by policy, are always treated with discretion. 



Over the years, without names and roles being disclosed to customers, high-status personalities such as Emanuelle Khan, Karl Lagerfeld, Luciano Soprani, Dolce & Gabbana, Anne-Marie Beretta, Narciso Rodriguez, Moschino, and more recently the Proenza Schouler duo, have collaborated with the Max Mara Group.

Countless talents have been attracted through careful scouting, carried out since the 80s, in the top fashion schools in the world such as the Royal College of Art in London and the biggest competitions open to young people in the sector, such as the Festival de l’Art de la Mode in Hyerès and the It's# show in Trieste. 



This has led to the development over time of striking and alluring collections that are essential and modern. This tailoring cult (which has always had the ability to combine tradition, passion and innovation) is the true heritage of the Max Mara Group in perfect continuity with its roots.

IMAGES AND COMMUNICATION

From the sophisticated first images of the mannequin dressed in white and black in the 50s to the magical window posters photographed by Sarah Moon in the 60s and the world-wide advertising campaigns autographed by contemporary photography maestros, the Max Mara Group is set apart by its significant communication and image

 

work. This has been developed in collaboration with the most important international fashion photographers such as Paolo Roversi, Fabrizio Ferri, Arthur Elgort, Albert Watson, Giampaolo Barbieri, Peter Lindberg, Steven Meisel (who has autographed 10 seasons), Max Vadukul, Richard Avedon, Steven Klein, Craig McDean, Inez Van Lamsweerde & Vinoodh Matadin, David Sims and Mario Sorrenti (creator of the most recent images) as well as many other professionals: fashion editors, stylists, art directors, make up artists, set e lighting designers. 



The focus of these images rests on the most beautiful women in the world; super models including Linda Evangelista, Christy Turlington and Carla Bruni, from today's stars including Freja and the hottest new faces to big reappearances from people such as the charismatic Karolina Kurkova.  And it doesn't stop there.

The group's numerous communication initiatives have included the MM Magazine publication; a glossy house organ that has seen 22 editions with more than 500 thousand copies in circulation, distributed in all of the world's stores.

The publication has attracted an international mailing list of valued customers and has been sold since 1995 in Italy and at newsagents. Issued every week, each season examines newly emerging fashions, set in sophisticated photo shoots, featuring actresses such as Zoe Saldana, Emily Blunt, Vanessa Redgrave, Sofia Coppola and the very young Emma Roberts.

As well as including interesting fashion news articles, shopping ideas, news and celeb travel suggestions, the publication features it-girls and Truman Capote-esque "swans" of international high society such as Coco Brandolini, Gaia Repossi, Maria Carla Boscono and Marina Cicogna.



This is a very cool magazine for fashion, art, design and beauty. In 1992 MR was added - a sophisticated magazine dedicated to suggestions from Marina Rinaldi for practical women's sizes. The latest arrivals include the fresh, coloured Magalog from Pennyblack and the pocket shopping-guide from Max&Co. The Max Mara Group also produces catalogues and special mails dedicated to all the various collections: from accessories to beachwear.

 

DISTRIBUTION
A fundamental link in the chain of the Max Mara Group's success is the innovative way in which "the shop" has been devised from the outset.  Rather than a simple sales space, this is an antenna aimed at seizing the needs of consumers, a maxi advertising page and the main channel of open communication with customers.



From 1964, with the first store to bear the Max Mara emblem in Reggio Emilia, the group began to build a network of "holding" boutiques in the big Italian cities, according to a strict opening time-table.  In 1967 a shop that was revolutionary for its time was opened in Milan's corso Vittorio Emanuele: 2M.

Opened in collaboration with Bruno Magli (who, at the time, was involved in developing accessories), 2M was the precursor of current fashion store concepts, where clothes were combined freely with bags and shoes for the first time in avant-garde surroundings full of mirrors and reflective silver surfaces, designed by set designer Giulio Coltellacci.

Then, in 1969, the first steps were taken towards foreign sales in Belgium, France, the UK, Switzerland and Holland.
The group's expansion continued into the 80s with enormous development enabled by a successful affiliation franchising policy. 
This policy was launched in 1983 in Italy and was later put into effect in all markets thought to be interesting or dynamic, parallel with direct shop openings. In the 90s it was time to look to the United States.



In 1994 the prestigious American newspaper WWD printed the article "Italian Apparel Giant" for the opening of the three-storey maxi store on Madison Avenue, New York. This was a sign of true dedication for the "silent giant" of Italian fashion that was now ready for the umpteenth struggle of the new millennium: conquering the Far East.

 
 
 
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