Max Mara
Achille Maramotti, a lawyer by training from a family of tailors, founded the house in Reggio Emilia, Italy, in 1951, first as Confezioni Maramotti, renaming it Max Mara when it moved headquarters in 1957. His idea was to bring American industrial manufacturing into European tailoring, turning the coat, a masculine wardrobe staple, into a defining piece for women, a project that produced the 101801 camel coat designer Anne-Marie Beretta created for the house in 1981.
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