Ten years ago, Max Mara unveiled what would become not just a garment, but a sensation – the Max Mara Teddy Bear Coat. Since that moment on the 2013 runway, this plush, camel-hued faux-fur haven has brought a new era for the Milanese fashion house. This season, as we herald the coat’s decennial, Max Mara isn’t just raising a toast; they’re embarking on an opulent ‘Great Big Global Fashion Adventure‘. Cities across continents will feature interactive installations and snapshot moments, making memories while looking back at a decade of the Teddy.
Not just one for sentiment, Max Mara is also embracing the future, unveiling exclusive designs on their website and in select flagship stores. Keep your eyes peeled for the effervescent Sparkling Teddy Coat, available in the classic camel or an ethereal white.
And, in a delightful twist, young fashionistas won’t be left out. For the first time, Max Mara introduces the Mini Teddy Coat for our petite princesses aged 5-12. Complemented by mittens, ear muffs, and those irresistibly cute hats crowned with teddy bear ears, it’s a heartwarming nod to the next generation.
Cherry on the cake? A visually captivating ad campaign lensed by the young photographer star Tyler Mitchell and starring the Italian supermodel icon Mariacarla Boscono. Here’s to a decade of the Max Mara Teddy Bear Coat – a true sartorial legend.
