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What changes: Younger, contemporary price point and leaner range
Brand profile
Max Mara
Italian family-owned luxury house founded in 1951, known for camel-hair and Teddy Bear coats plus understated tailoring and knitwear.
Reggio EmiliaOrigin
WomenswearFocus
Quiet luxuryStyle
$$$$Price
What to know about Max Mara
The coats carry the label
Two styles anchor the line: the camel-hair 101801 wrap coat and the Teddy Bear coat, with tailoring, knitwear and leather goods built around them.
Family-run since 1951
Founded by Achille Maramotti in Reggio Emilia and now chaired by his son Luigi, with Ian Griffiths designing and Laura Lusuardi as design director.
One label in a group
Max Mara is the flagship of a group that also runs Sportmax, Weekend Max Mara and Marina Rinaldi, roughly 500 stores, plus an art museum and prize.
How Max Mara fits
Overall fit
true to size
Max Mara pieces generally fit true to their Italian sizing but tend to run relaxed and roomy, especially the signature coats which are cut with a deliberately generous, enveloping silhouette.
Tip: Order your usual size; many coats have an intentionally oversized, cocooning cut so consider your slimmest true size if you want a cleaner line.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Shirts & overshirts | true to size | regular to relaxed | Take your usual size; blouses and shirts sit relaxed rather than fitted. |
| Trousers & pants | true to size | regular | Generally true to size with a classic cut; check inseam as some styles run long. |
| Jackets | slightly large | relaxed, cocooning | Coats and jackets run roomy and long, so size down if you prefer a slimmer or shorter silhouette or don't plan to layer heavily. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
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Max Mara fit questions
Does Max Mara run big or small?
Max Mara fits true to size. Order your usual size; many coats have an intentionally oversized, cocooning cut so consider your slimmest true size if you want a cleaner line. Max Mara pieces generally fit true to their Italian sizing but tend to run relaxed and roomy, especially the signature coats which are cut with a deliberately generous, enveloping silhouette.
How does Max Mara fit?
Max Mara pieces generally fit true to their Italian sizing but tend to run relaxed and roomy, especially the signature coats which are cut with a deliberately generous, enveloping silhouette. Overall shape: relaxed, generous.
How do Max Mara shirts & overshirts fit?
Max Mara shirts & overshirts fits true to size. Take your usual size; blouses and shirts sit relaxed rather than fitted. Shape: regular to relaxed.
How do Max Mara trousers & pants fit?
Max Mara trousers & pants fits true to size. Generally true to size with a classic cut; check inseam as some styles run long. Shape: regular.
How do Max Mara jackets fit?
Max Mara jackets fits slightly large. Coats and jackets run roomy and long, so size down if you prefer a slimmer or shorter silhouette or don't plan to layer heavily. Shape: relaxed, cocooning.
Brand facts
Max Mara is the flagship label of the family-owned Max Mara Fashion Group, founded in Reggio Emilia in 1951 by Achille Maramotti and chaired today by his son Luigi. Coats define the line: the camel-hair 101801 wrap coat and the Teddy Bear icon coat, alongside understated tailoring, knitwear and leather goods. Ian Griffiths leads design, with Laura Lusuardi as design director. Sister labels include Sportmax, Weekend Max Mara and Marina Rinaldi. The group funds the Collezione Maramotti museum and the Max Mara Art Prize for Women, and runs roughly 500 stores.
- Founded
- 1951
- Origin
- Reggio Emilia, Italy
- Made in
- Italy
- Price
- $$$$
- Typical prices
- Jackets $1183–$1745 · Trousers $453–$730 · Accessories $384–$653
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Quiet luxury, Minimalist / Contemporary