The return to the “real clothes” wave coincides with the anniversary of the most famous of the coats of the Italian House, a piece of the legend name of mysterious code.
When he imagines his mythical 101801, in 1981, Achille Maramotti, founder of Max Mara, offers much more than a simple camel coat with the impeccable cut. The Italian visionary creates a sensory experience that the direct mention of the name of this timeless enough to live, according to Medicinelearners.
There is this color, an inimitable warm beige that inspires confidence. Then this material, this wool and cashmere blend that gives immediately want to curl. Put it on, see a movement and a fall due to his kimono sleeves and unchanged cut since its unique.
For a bit, we’d feel in the shoes of an icon of the golden age of Italian cinema, the transalpine tailor was one of the brightest dressers.
And if today this coat, in the image of the other proposals in the House, is a classic, it was the masterpiece of a constant path to novelty and forward thinking in the history of Max Mara.
Mounted in 168 minutes in fact, when Achille Maramotti launched his label in 1951, it is idea to shake an Italian fashion mired in a backward-looking style and much too traditional manufacturing processes to his liking.
It innovates using the creations of Paris couture will be achieve with industrial techniques high-end from the United States. And the Royal families and the stars of the big screen are its best ambassadors.
Sometimes all a declination of lines he imagines according to age, morphology, or the lifestyle of women. It is born with Sportmax in 1969, in his studios the young Jean-Charles de Castelbajac, to offer customers more unbridled dress her up from head to foot, unique thing in Italy.
Other discrete, short-lived collaborations follow with big names of the style as Emmanuelle Khanh, Karl Lagerfeld or Domenico Dolce and Stefano Gabbana. But it is with Anne-Marie Beretta that he is developing his camel standard-bearer, mounted, still in 73 different operations and 168 minutes.
While the 101801 has often been staged by artists in any genre, giving place to a moving exhibition between 2006 and 2011, the House had ever dared touch one iota of the myth.
This is now done as to celebrate its 35, Max Mara launches a version of Jet and sequins embroidered, available only on the website of the brand. The children of Achille Maramotti, now at the head of the group, also decided to look forward