Coats have been a focus of Max Mara for more than 65 years. The renowned Italian fashion company was founded in 1951 in Reggio Emilia, Italy by Achille Maramotti. Maramotti was building on his family’s passion for fashion, starting with his great grandmother Marina Rinaldi, who managed an elegant dressmaking shop in the mid nineteenth century, followed by his mother, Giulia Fontanesi Maramotti, who established a tailoring and sewing school.

With Max Mara’s founding in 1951, Achilles Maramotti’s vision and business acumen, led to the company’s decision to specialise in the production of coats, stylistically inspired by the most sophisticated French Haute Couture and manufactured with innovative industrial tailoring techniques. Over the years, three Max Mara coats have become real icons for the Italian fashion house. These included the iconic 101801 coat and the Manuela coat. The latest coat to be part of Max Mara’s iconic collection is the Teddy Bear coat, introduced this year as a carryover garment from Fall Winter 2016. Chic, effortless, and cosy, this coat is sure to become a staple in your Fall/Winter 2018 wardrobe, keeping you stylish all season long.

Photo credit: Johnny Zikry

While digging through the brand’s archives, Max Mara’s creative director, Ian Griffiths, rediscovered the rich ‘Teddy Bear’ coats that they had made in the 80’s using plush long pile fabrics in noble fibres that were originally developed in German mills making high end children’s toys. He soon realised that the mills had all closed down; so much of the know-how had been lost. The Max Mara team went on to work with an Italian supplier and redeveloped the technology to produce a unique faux fur of pure camel hair on a base of silk. The exuberant volume of the coat is a true celebration of the fabric’s opulent extravagance. Everyone who sees it just wants to wrap themselves in it, including Carine Roitfeld, Kim Kardashian, Izabel Goulart and Rita Ora, to name a few.

This must-have Teddy Bear Coat created a loud buzz around the world, from Milan to Cairo. To celebrate its launch in Egypt, Max Mara held its first ever Teddy Mania Event at its Cairo-Mohandessin branch. The amazing Teddy Mania Event proved that Max Mara had marked its territory within Egypt and is here to stay for seasons to come.

Those who couldn’t come to the Max Mara Event on September 17, missed out on a one-of-a-kind opportunity to try out Max Mara’s latest collection of elegant coats while mingling with celebrities, fashionistas, media gurus, and society’s elite. Photographers and videographers captured the enjoyable moments had by all those who attended as they tried the coats on and enjoyed the amazing ambiance.

The Max Mara Teddy Bear coat has been selected as the winner of the award “Best of the Best 2017” for Women’s Coats, organised by Robb Report China of Trends Group.

You’d better head to Max Mara’s flagship store in Egypt to get your Teddy Bear coat before they run out!

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