Max Mara

Max Mara dedicates this collection to glamorous, chic women who love to rediscover in their typical day a taste of sophistication without sacrificing practicality and dynamism.

A modern woman, elegant and refined, with a personal style matching her time and the different occasions in modern life. Traditional tailoring, luxurious materials, experimentation, international character, modernity and status: all typical features of the Max Mara’s mood.


The Sportmax collection was produced by the Max Mara creative team in 1969, proposing a more practical and eclectic fashion than the traditional style. Achille Maramotti – the President and founder of the company - fascinated by innovative "Swinging London" tracked the coordinates of a new youth movement, which would soon cross the English Channel. Since then, Sportmax, anticipates and synthesizes the leading themes of fashion for every season, with an international touch, appealing to a woman who passionately follows the evolution of style and appreciates the research into innovative materials and forms

Sportmax Code

Sportmax Code is a set of signs, styles and forms related to the lifestyle of young independent, dynamic, women, who are conscious of their image and aware of the most innovative trends.
A fresh feminine look for a real urban girl.

The collection is characterized by an array of denims, totally renewed and composed of t-shirts, researched knitwear and a variety of garments that mirror the casual, informal and free spirit of the collection.


Weekend was created in 1984 to match Max Mara women’s requirement for more casual and informal garments, but still very chic, even in free time. This collection is characterized by warm and soft materials with enveloping volumes, comfortable and easy silhouettes. 

Natural and traditional, yet sophisticated fabrics; masculine lines, yet reinterpreted with feminine taste; relaxed yet chic silhouettes, and a comfortable combination of neutral colours in warm tones.

Max Mara Elegante

The Elegant collection embodies Max Mara’s glamor-chic style of dressing women for the most special occasions: cocktail parties, gala events and ceremonies.

It is characterized by garments made with precious fabrics and embellished by exclusive tailoring details.

Max Mara Atelier

Atelier is a special project dedicated to Max Mara’s coats: a real laboratory focusing on the innovation of this garment which is so closely linked to the history of the Max Mara Group.

This spirit of continuous innovation evolves from season to season, through precise stylistic research, restyling of the volume, cutting and the tailoring techniques every so often. Experimentation, tradition and evolution are keywords for Max Mara Atelier. 

Max Mara Studio

This collection is a re-interpretation of the tailored, couture wardrobe of dynamic and confident women.
The characteristics of this collection are pure elegance, and a strongly feminine touch for a modern and contemporary look.

A wide range of items for daily use and for special occasions together with a large selection of coats made with quality fabrics. The hallmarks of this collection range from innovation and continuous research in materials to the expression of the garments relating to the trends of the time.

'S Max Mara

'S Max Mara is an avant-guard collection for an international dynamic woman, with a modern way of dressing, that is sophisticated and functional. Refined conceptual elegance that transcends fashion trends and is timeless.

A laboratory of ideas and innovation. Conceptual design offering a mix of modern and traditional tailoring. Great care for details and functionality. 

'S Timeless

These are iconic garments of the 'S Max Mara style and models representing the history and philosophy of the collection. 

These models, made with quality criteria and advanced research, are strategically offered at very affordable sale prices  in order to  reflect the promotional concept behind them. These garments are throughout considered  TIMELESS – AGELESS, and a must-have  for every woman. The key-concepts are reflected by the modern looks matching luxury and more  economical garments. This makes it possible for the customers to personalize their look and achieve a more dynamic product. 

'S The Cube

A collection of quilted coats made from the Siberian duck with its exceptional thermal performance and at the same time, very light. Coats have always been the symbol of Max Mara and “Here is the Cube” continues this tradition with these duck down coats setting forth a new icon.

Functional yet luxurious, casual yet sophisticated, technological and tailored, adaptable to different times of the day, perfect for travelling. Each item is very carefully constructed down to the least detail, folded and wrapped inside cube-shaped personalized packaging. 

An aesthetically pleasing design which is functional and timeless.  

The models in this collection are permanent and enriched every season with new components and accessories. Reversible, adaptable, accessorized, timeless are the keywords of this iconic product.

Max Mara Accessories

With its W/F season 2010, Max Mara’s  accessory strategy changed from items that were merely to match a particular use or requirement from items that were to be adequately ranked on the reference market  becoming  a brand line, representing the forefront of Max Mara. 

During the S/S 2011, the Sportmax accessory collection was created to reinforce the identity and image of the product and represents a proposal that combines the concepts of fashion in the world of Sportmax and Sportmax Code. 

Accessories are a very important project for Max Mara offering shoes, handbags, small leather goods, scarves and shawls, reflecting the tradition and always aiming at product quality and dedication to the customer.

Pre-Fall 2020

The Queen of pop punk Debbie Harry publishes her memoirs; Marlborough Contemporary stages an exhibition of works from the private collection of Holly Solomon. Looks like it’s time for a reappraisal of the contribution of women to the febrile New York art-cum-club scene in the ‘70s and ‘80s. Debbie Harry talks about the difculties of being a womanly woman in the rock world. ‘To be an artistic, assertive woman in girl drag, not boy drag was then an act of transgression’, she says. Holly Solomon was the glamorous, courageous collector and gallerist who was ahead of the curve in supporting some of the 20th century’s leading artists -among them Nam June Paik, Robert Mapplethorpe and William Wegman -and in particular women artists such as Laurie Anderson and Mary Heilmann. And she often wore Max Mara. Max Mara Pre-Fall 2020 imagines a vernissage at a downtown gallery sometime in the seventies. The throng is peppered with famous names; all the above, plus Andy Warhol and his entourage, Trisha Brown, Lydia Lunch and Bianca Jagger. It’s a melting pot of style that serves up a tougher kind of femininity just right for the gritty city. The Max Mara’s iconic camel black and white is reenergized with shots of pop-neon colour. The rufe is recast in a central role. Shedding its romantic associations, it delineates the collar or cuf of a sharply tailored jacket, a sassy strict pencil skirt or a voluminous tafeta gown. The trench coat gets a feminine makeover too, with a dramatic balloon shaped sleeve and a trapezoid silhouette. Necklaces, rings and earrings share the collection’s arty overtones. Jagged shards in plexi are worked together with gold and silver plate. Holly Solomon’s erstwhile protege, William Wegman photographed his Weimaraner in Max Mara’s iconic 101801 back in 2001 to mark the brand’s fiftieth anniversary. That image adorns the t-shirt that’s the key to the collection’s street-smart cool.


Pre-Fall 2020
A sailor in the city

Like a seasoned captain who guides his ship onto the open seas, whilst following an eversteady course, the Sportmax Pre-Fall 2020 collection explores the utmost freedom that comes from impeccable tailoring. An urban tribute, these ensembles embody within, the mesmerising ebb and flow effect, of the tide. The style circumnavigation, which began with the Spring Summer 2020 collection, continues. Clean lines, structured materials, in essence, are fluid to the touch. The blues, whites and reds that call to mind the storied mariner lifestyle, are imbued with an elegant metropolitan palette of black and beige. These cornerstones of the season are enlivened by neo-romantic accents as if they were the foamy crests that splash over the boat's bow. The silhouettes accentuate the figure, referencing the iconic 1960s “slim” look…..and even when the proportions are elongated, they maintain a composed harmony. While the sleeves explore new volumes, they are embellished with fastenings that create asymmetry, enhancing the garment with a sense of depth.

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