It’s not just a coat – it’s Max Mara: 3 reasons to fall in love again with the iconic models of the Italian fashion house 18.10.2022, 22:32

For Jane Birkin, her transparent black mini became iconic, for Audrey Hepburn – the same dramatic, but midi dress. Chanel was easily recognizable by her string of pearls, Jackie Kennedy by her tweed suit. Max Mara also has its cult find – or rather, even invention. Yes, we are talking about legendary coats made with Italian chic.

In English there is a wonderful expression to celebrate something – celebrate, celebrate something. So Max Mara created a comprehensive ad campaign dedicated to their brand’s iconic coats to celebrate the iconic designs, to re-celebrate how beloved and popular they’ve become over the years – and how chic they still remain.

For more than seventy years, Max Mara has been known for its commitment to fashion, creativity and innovation. And at the center of this tradition are four classic coats: 101801, Manuela, Ludmilla and Teddy. Surprised? Yes, one of the designs has a name that you and I can understand – and that’s quite an interesting fact from the “biography” of designer coats.

In general, in the spirit of the fashion house – the intersection of cultures, attitudes, stories, so inclusivity and versatility naturally turned out to be the focus of the new campaign, which is why the campaign pays tribute to the diversity of figure, age and ethnicity of those who wear Max Mara coats. It tells about people and their lives – no matter who those people are or where they come from. Isn’t that one of the reasons to fall in love with the brand all over again?

Four bright personalities who challenged the conventions of fashion and beauty became ambassadors of the fashion house: Quinn Mora in coat 101801, Sora Choi in Manuela, Malgosia Bela in Ludmila, Anok Yai in Teddy. Each was assured that she would fail: “I was told I was not suitable. They told me I didn’t deserve it. They told me I couldn’t.”

And all four of them, when they encountered such obstacles on their way, were able to turn their experiences into inner strength. They became more than what was expected of them. These videos can be reviewed over and over again – inspiring! And they become another reason why our hearts beat faster when we see these iconic coats. And the third reason is the incredible, timeless design that looks perfect at any age and in any situation – that’s why we love Max Mara for a long time and with respect.