Max Mara

Achille Maramotti opened his first workshop in Reggio Emilia in 1951 with a simple but ambitious goal: to make tailored clothing accessible through ready-to-wear production. He rejected the seasonal cycles that dominated the industry at the time, instead focusing on creating versatile pieces like the iconic Camel Coat that would remain stylish year after year. This approach built a foundation of reliability and quality that defined the brand's identity from its earliest days.

Today the company operates as a private family business led by Achille's daughter Irene Maramotti, who took over after her father passed away in 2004. The Max Mara Fashion Group manages a diverse portfolio including the mainline collection, the casual Weekend Max Mara line, the plus-size specialist Marina Rinaldi, and the younger-focused Max&Co. label. Each sub-brand maintains its own distinct voice while adhering to the parent company's strict standards for fabric and construction.

The house recently marked its 75th anniversary in 2026 by launching its first fragrance Le Parfum in partnership with Shiseido. Hollywood actress Florence Pugh became the face of this new beauty venture, signaling a shift toward broader cultural engagement beyond traditional fashion campaigns. The brand also continues to support female creativity through the Max Mara Art Prize for Women, which awarded Indonesian artist Dian Suci its 2026 honor for her papier-mâché installations. [edit]