“The coat is the first refuge” said designer Anne Marie Beretta talking about the 101801, the unmistakeable double-breasted camel coat she designed for Max Mara in 1981. A legendary classic, and symbol of the Group founded in 1951 by Achille Maramotti in Reggio Emilia.
And indeed it is the Max Mara coat, which has always been the icon garment of the Emilia-based group, which in 2011 celebrated its 60th anniversary with an important retrospective exhibition in Moscow, ‘Coats!’ that stars on the tree designed for the “Il natale dei 100 alberi d’autore” event.
This charity event organised by the Sergio Valente association and now in its XIX edition, will be selling off the trees designed and created by great names in Italian manufacturing in Via Borgognona 38b, Rome, from 6 to 13 December.
The money raised will go towards the project for the reconstruction of the Borgatti Theatre, the Emilia earthquake, and F 4 D – fashion for development – part of ONU, the association promoted by Franca Sozzani.
For the occasion, Max Mara has created and donated a Christmas tree made from 13 tiny neutral alabaster coloured hand-sewn double pure cashmere coats.
Each coat comes with tiny wool beaver and cashmere gloves.
Both the Christmas tree (the coats are sewn onto) and the tiny gloves are bright red, a true homage to the spirit of Christmas.
The tree is accompanied by the ‘Coats! Max Mara, 60 years of Italian fashion’ catalogue. Published for the retrospective exhibition on Max Mara coats, this book traces the history of the icon coat through the history of Max Mara. A history that coincides with that of Italian prêt-à-porter fashion.
Merry Xmas to all with the Max Mara’s Xmas Collection!