MAX MARA: TEDDY TEN

MAX MARA: TEDDY TEN

This autumn Max Mara’s iconic Teddy Bear Coat celebrates ten years. Designed in 2013 and inspired by an archive piece of the Eighties, it has stood out over the years for its soft and oversized volumes, which made it an absolute must-have.

Characterized by a fine fabric and an unmistakable silhouette, the Teddy coat has the extraordinary ability to adapt to different looks and styles, from the casual ones to the most chic ones. And it’s also thanks to its versatility that, still today, it remains one of Max Mara’s most loved coats.

In addition to launching an advertising campaign with Mariacarla Boscono, to celebrate its tenth anniversary Max Mara decided to have a real Fashion Adventure, opening the Fluffy Residence in Milan, a place entirely made of Teddy fabric, where softness is the protagonist. The message that Max Mara wants to spread is a very clear one, to emphasize that we will be hearing about the Teddy Bear Coat for a long time yet: “I was, I am, I will be”.