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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.

Our values

Passion for fashion

Tradition and innovation

Membership

Entrepreneurship

Teamwork

Creativity and attention to detail

An Overview

The love of tailoring and dedication to dresses is deep rooted.
In 1850 Marina Rinaldi, the founder’s great grandmother, owned and managed a major workshop in the centre of Reggio Emilia: an artisanal business whose attention to detail and finishes truly stood out. This almost visceral passion was later passed on to her granddaughter, Giulia Fontanesi Maramotti, who began teaching herself sewing and patternmaking in 1925, publishing a series of volumes dedicated to the “theory of cutting”.


It was within this context that Cavaliere Achille Maramotti founded the first company of the Max Mara Group in 1951, today one of the most prestigious international fashion houses, recognised worldwide as the forerunner of modern ready-to-wear: "haute de gamme" women's clothing produced using excellent industrial processes.

It is a record that the Group has consolidated over time thanks to the adoption, from the outset, of the latest product distribution models. Sophisticated single-brand stores on the world's most famous shopping streets and beyond.
Milan, Paris, London, Moscow, New York, Tokyo, as well as South Africa, Saudi Arabia, Bahrain, Australia, Brazil and China.
The Group is now present in 105 countries with more than 2,500 single-brand stores and over 10,000 multi-brand stores.

Continuing the international aspirations expressed from the outset, when the name had been chosen: Max Mara. A name with a ring to it, and one that is easy to pronounce in every language.

Our way of Doing Business

Our Women: our commitment.
We have the fashion conscious, not fashion victims, in mind – those with a personality, who make conscious choices.
Our clothes seek to represent their essence, as well as our respect for them.

Youth: our investment in young people.
We target young people and their training with tailor-made professional development programmes.
The proof? Over 98% of our senior managers, including General Managers, have grown within our company, having come to us straight from graduation or after just a few years’ work experience.

End-to-End: complete ownership of the processes.
We directly handle and operate every stage, from creation of the product to delivery to the customer, because each individual step generates innovation, awareness and learning for the entire process. We take on the challenge and the risk of competition by internationalising our expertise, continually cultivating the development of current roles and those that will be created in the future.

Timeline

Erberto Carboni designs an advertising poster for Max Mara.

1958

1955

The headquarters at Via Fratelli Cervi 66, Reggio Emilia, are designed by Antonio Pastorini and Eugenio Salvarani.

#viafratellicervi66

1951

It all started here: Achille Maramotti founds Maramotti Collezioni with the aim of producing quality women's clothing.

The My Fair collection dedicated to curvy sizes is launched.

1961

1969

The Sportmax brand is developed from the Pop collection, inspired by the principles of Swinging London.

The iBlues brand is launched, offering women a new ‘total look’ way of dressing.
Max Mara reaches the figure of 35,000 coats sold in one year!

1975

Creation of the Pennyblack brand.

1977

1964

The first shop owned by Max Mara is opened on Via Emilia in Reggio Emilia: the strategy not only focuses on the product but also experiments with the latest distribution models.

Maxima is created, a Group company that manages the directly operated stores.
The POP collection is launched, aimed at a younger, creative target market.

1965

1976

The Marella brand is launched.
The first Sportmax runway show is held in Milan at the Hotel Principe di Savoia.

Marina Rinaldi is developed from the My Fair brand.

1980

1983

First Max Mara catwalk show in Milan during fashion week.
The
Weekend brand by Max Mara is created.

Anne Marie Beretta creates the 101801 coat for the Max Mara A/W collection, an absolute best seller still sold today in our online and offline stores.

#101801

1981

Creation of the Persona and MAX&Co. brands.

1985

1989

MM Magazine is founded with a circulation of over 400,000 copies, distributed to every store in the world.

1998

Creation of the 'S Max Mara, Sportmax Code and Max Mara Eyewear collections.

1994

Max Mara’s first flagship store is inaugurated on Madison Avenue, New York City.

2006

Opening of the celebratory exhibition “COATS! Max Mara, 55 years of Italian fashion" at the Kulturforum in Berlin. The exhibition subsequently moved to Tokyo (2007), Beijing (2008), Moscow (2012) and Seoul (2017).
The Women In Film Project is launched..

#coats!

2003

The Group relocates to the new Reggio Emilia campus on via Giulia Maramotti, designed by John McAslan & Partners.
Creation of the Biblioteca e Archivio d'Impresa (BAI - Company Library and Archive).
Launch of the Max Mara Hosiery collection.

#maxmarafshiongroupcampus

Creation of the Collezione Maramotti: a private Collection of contemporary art, located in the historic Max Mara headquarters in Reggio Emilia, on Via Fratelli Cervi.
First edition of the biennial Max Mara Art Prize for Women.

#collezionemaramotti

#maxmaraartprizeforwomen

2007

2013

The Digital Division company is created and the first e-commerce site is launched for the Max Mara brand.
Creation of the iconic
#TeddyCoat by Max Mara.
New Marella flagship store in Milan.

Max Mara presents the #WhitneyBag, the iconic bag made in collaboration with the "Renzo Piano Building Workshop”.
Opening of the new Max Mara flagship store on Old Bond Street, in London.
Rebranding of Persona to become Persona by Marina Rinaldi.
MAX&Co. opens its new flagship store in Tokyo Omotesando.

2015

2018

The Max Mara logo from 1958 is given a new lease of life with a contemporary mood: the #MaxMaraGram is born.

#tradizioneeinnovazione

2016

Creation of the Max Mara Leisure project.
Launch of the iconic Weekend bag, the
#PasticcinoBag.

Max Mara presents the 2017 A/I Prefall Monopolis collection in Shanghai.

Opening of the Marina Rinaldi flagship store in London, Town House.
Marella launches the
#MarellaART365 project, a capsule collection of 14 seasonless items in black&white.

2014

2017

Ashley Graham is the new Brand Ambassador of Marina Rinaldi.
Max Mara wins the “Best of the Best” award for the Teddy Coat.

2019

Marina Rinaldi opens the new flagship store at Dubai Mall.
For the first time, the Christmas window displays at Harrods feature Max Mara garments, leading to the explosion of Teddy Mania.

#MaxTheTeddy

2020

Sportmax marks its 50th anniversary with eight window displays at Milan’s Piazza Duomo Rinascente store, designed by Robert Carsen.

New Max Mara concept store in Milan.

2009

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