Max Mara was founded in 1951 in Reggio Emilia by Achille Maramotti, first as Confezioni Maramotti, with the aim of bringing industrial methods to tailoring and so to Italian ready-to-wear. Maramotti chose the men's coat as a garment for women's wardrobes, and in the 1960s the house opened a creative studio devoted to outerwear. Max Mara is still based in Reggio Emilia and is the core label of the Max Mara Fashion Group.
At VIETTI, a family boutique since 1952 in Arona, on Lake Maggiore, the Max Mara selection is for women and is built around coats, jackets and knitwear from the current season: long and short coats in camel hair, cashmere, wool and alpaca, the Olimpia blazer alongside single- and double-breasted blazers in wool, cashmere and linen, turtlenecks in virgin wool and cashmere, and tailored trousers in wool, linen and silk. Among the bags are the Whitney Bag 5 and the Archetipo shoulder bag. The selection is updated with every delivery.
Max Mara ready-to-wear is listed in Italian sizes; the cut is mostly regular, slim on part of the knitwear and blazers, relaxed on some coats and wide on several trousers, as stated on each product page together with the composition, mostly wool, with cashmere, camel hair and silk, and the country of manufacture declared by the brand.
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