Max Mara’s legacy is firmly rooted in family tradition, innate business sense and an eye for innovative fashion collaborations. What is known in 2011 as the MaxMara Group boasts more than 20 brands; including a line of perfume with billion dollar revenues and thousands of international retail destinations.
The twenty-year old Achille Maramotti may have never founded the brand in Reggio Emilia in 1951 were it not for the previous generations of stylish women that inspired him. His great grandmother owned an atelier in the region in 1850, and in the early 1920’s, his mother ran a dressmaking school. Thus, an impressionable Maramotti was exposed to a coveted fashion world, one that would later influence the careers of Karl Lagerfeld and Jean Charles de Castelbajac.
Max Mara was truly the first brand of its kind. In post-war Italy, avant-garde dominated the fashion scene. It would replace ‘haute-couture’ with ‘ready to wear’; a concept that had not yet been introduced. It was also the first time that the pieces designed were more important than the person who designed them.