WEEKEND MAX MARA

As a result of Achille Maramotti's dream to transform a man's coat into an iconic piece for women, the very first Italian ready-to-wear manufactory, MaxMara, was founded in 1959. The name of the Italian luxury brand is composed of its founder's surname "Mara" and the name of a local personality, Count Max, who inspired Achille Maramotti his chic luxury creations. Achille Maramotti seized the opportunity to combine Italian tailoring with trending French haute couture and American productivity. The economic boom of the 1960s led to the foundation of a Creative Studio in MaxMara's headquarters in Reggio Emilia, and to the collaboration with talented designers such as Emmanuelle Khanh, Franco Moschino and Karl Lagerfeld. The general climate of the 70s inspired the creative director of that era, Jean-Charles de Castelbajac, a new way to wear fashion with modular, interchangeable and modern pieces. The first iconic creation, which still is part of MaxMara's identity was created in the 80s by Anne-Marie Beretta, the coat 101801. Still today, MaxMara's fashion stands for strong women. The label's coats, suits, shirts and accessories are timeless easy-to-wear pieces that will accompany you from daytime to night-time. The group now owns several brands for women's wear. The collections from Weekend MaxMara are more casual and include colourful floral dresses, printed T-shirts and jacquard jumpers. Discover a selection of Weekend MaxMara's collections on our e-shop, or enjoy our in-store team's advice in one of our Bongenie Grieder boutiques. Shipping is free in Switzerland and in Liechtenstein.