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Fashion House Max Mara Warmly Embraces One of its Most Famed Coats

Mariaclara Boscono for the Max Mara Teddy Bear Coat 10th Anniversary Campaign. Photo by Tyler Mitchell

The Italian fashion brand celebrates ten years of the Teddy Bear Coat with the release of its anniversary editions

Every garment has a unique story behind it. Each piece in every wardrobe had started as an object of desire, and eventually transitioned into something both worn and lived in. Beginning as a designer’s initial vision to seams on the cutting-room floor, innovation and creativity continue to join hands to tell stories behind each piece of clothing.

Throughout its history, Max Mara has used long coats as the main chapter of all its previous collections. With the introduction of the Manuela Coat and the 101801 Icon Coat early on in their tenure, the house sought to redevelop a coat that reflected our need for comfort and style. Since its founding in 1951 Max Mara continues to pursue European tailoring and industrial refinement, establishing its name as a fashion brand through each of its coats.

Photo by Tyler Mitchell
Photo by Tyler Mitchell

Adding another chapter to Max Mara’s story, the Teddy Bear Coat celebrates its ten year anniversary at the forefront of the house’s latest collection. Originally debuting during the catwalks of fashion week in 2013, the coat has since then become a staple in the house’s nodes. Made entirely from a silk base, the coat is also enveloped in wool, alpaca, or camel wrapped in a double-breasted closure. Like a warm hug, the Teddy Bear Coat embraces its wearer in an insulated fabric lining and an oversized fit. 

To commemorate the Teddy Bear Coat, Max Mara releases the coat in a sparkling variant in both camel and white. Aside from the launch of its newest alternative, the fashion house unveils their signature coat in a mini edition for girls aged 5-12, accompanied with matching mittens, ear muffs, fluffy hats, and teddy bear ears.  

Max Mara embraces the Teddy Bear Coat for its 10th year anniversary, releasing its new variants in numbered quantities. For more information on this release, visit their website.

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