FASHION & STYLE
MAXMARA FIFTY-FIVE YEARS OF FASHION
Achille Maramotti, founder of MaxMara in 1951, may have died last year, but his sons continue to sustain the growth of what is now one of the largest (if not largest) manufacturers of women’s clothes in Italy. Maramotti launched the label with just one suit and one coat, but created a powerhouse with annual sales of $1 billion, making him one of the world’s richest men. This success can be attributed to Maramotti’s experience as a bank director and his impressive understanding of the fashion industry. In 1994 he told a reporter “Fashion is never in crisis because clothes are always necessary.”
The MaxMara brand does not wish to project a “fashionable” image where a woman moves abruptly from one way of dressing to another just to keep up with trends. Marmotti’s fashions have always been, and will always be, in high demand because he and his successors comprehend that clothes require a life that lasts far longer than a fleeting season. A classically cut, luxuriously soft coat from MaxMara is the investment of a lifetime, but is also affordable enough to purchase a new one each season. Maramotti may have kept himself and, at times, his company under the radar, but MaxMara is now quietly taking the U.S. by storm.
This season expect loose and easy layered grey pieces in modern men’s suit styles with wide-leg pants and full-length coats. Our favorite picks for fall 2006 are the sequined striped knit sweater in red. And leggings, leggings everywhere!
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| 1956 |
S/S 1999 |
F/W 1989 |
F/W 1981 |
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| F/W 2002 |
S/S 1981 |
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| F/W 1997 |
F/W 2003 |
F/W 1998 |
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| F/W 1983 |
“THREE GENERATIONS OF MAXMARA” PENNY YERKS IN HER MCLEAN HOME WITH DAUGHTER PIPER GIOIA BOTH IN MAXMARA PHOTOGRAPHED BY ZAID HAMID MAKEUP AND HAIR BY STEPHANIE PERSON AND STYLED BY ROYA HAKIMI-KINGDOM
Left: Piper in Larice herringbone coat from Sport Max Collection with ribbon closure, and Giada brown jersey dress from MaxMara collection. Right: Penny in Scafati double faced wool jacket with Gina knitted blouse and Pina Prince of Wales plaid pants. All available at the new MaxMara Boutique at the Collection at Chevy Chase, (301)656-0581 |
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