FOR OVER 70 years, Max Mara has established a strong stance on winter wear essentials. The label’s 4 iconic and timeless coats, 101801, Manuela, Ludmilla, and Teddy, continue to embrace the creative richness of the brand’s innovative heritage, and this year, we are reminded to honour the legacy of the Icon Coat in a new celebratory campaign.
The first one of these iconic coats was introduced in 1981, and since then, the luxe statement piece has evolved, nevertheless staying at the heart of the brand. As stated in the campaign’s manifesto, “Max Mara coats have achieved a status that transcends trends, becoming part of the wearer’s unique story and slipstreaming into their individuality.”
Showcased on 4 ambassadors, Quinn Mora in 101801, Sora Choi in Manuela, Malgosia Bela in Ludmilla, Anok Yai in Teddy, the assortment of Icon Coats promotes variety in body type, age, and origin and highlights the experiences of actual individuals, regardless of who they are or where they come from.
by Zlata KriukovaÂ