To enter the history of fashion Achille Maramotti it took two coats, one suit and the four initial letters of his last name. That was enough, because all of the above was multiplied by the self-confidence How to gain confidence in themselves?   hard-nosed northern Italian. The environment in which he grew up, could not affect the development of young and courageous designer. Based on the family tradition and the desire to make this world more beautiful, Maramotti created a brand Max Mara, which in the current collections of models much more than a couple of coats of impeccable style.

Achille Maramotti was born in 1927 in northern Italy. Incredible discretion young man led him to the Faculty of Law of the University of Parma. He was not going to devote themselves to law, but decided that for the future of designer clothes, which he intended to become the kind of education is necessary. His "crust" Maramotti later confirmed in one of the Italian companies, relating to sewing clothes, but he wanted to work only for their own company. Her he created in 1951 and named Max Mara - severing the beginning of his name, make her a resounding and memorable brand name.

Fashion for the people

The fifties were the era of rise of European fashion - has just died down French New Look in Paris, which makes Christian Dior, with neighboring Spain Cristobal Balenciaga drew inconceivable architectural forms, in his native Italy fashion created a noisy family of Gucci. All around me, fashion is entering a new stage, and after the war, women were particularly greedy for luxury and unusual patterns. And Maramotti decided to go the other way, different from the already honored colleagues. He decided that his path - is a comfortable, timeless, wearable clothes that are worthy of any woman. After all, the fashion will pass and things will continue to serve him and to remain in the wardrobe for a long time.

His first collection consisted of only three models - two coat and one suit. Given the shortage of money this young couturier seemed sufficient. But it was the only reference to minimalism, as it was preparing an unprecedented until then mass production design models, which previously could only be ordered individually in the studio. And Maramotti not lost. Asking cloth merchants put his model (sewed of them) in his windows, he made himself and his advertising, disrupting a good score. Achille Maramotti was a pioneer in the mass production of clothing ready-to-wear, which he sold at affordable prices.

Clothes Max Mara quickly gained fans in Italy, where the Maramotti soon opened a few stores. Based on the popular brand collections was the principle of convenience, whereas before, fashion is not, and should not be so. Too highbrow to be comfortable, fashion designer Max Mara until seemed inaccessible. Achille Maramotti a revolution by demonstrating that clothing should be worn by real people and not hang on soulless mannequins in inspirational studio.

Eternal values

In the late eighties it was created coat 101801, which has become a symbol of the Italian brand. This coat was a universal length cut allows you to wear it thin women as well as full and pure natural and warm beige fabric from which it was manufactured, made from coat the main object of desire of European fashionistas nineties.

At the dawn of the brand Maramotti criticized the fact that he was not a fashion designer, because it is not engaged in the creation of fashion, and produces all the usual stuff. But that was his goal. Despite the fact that the creator of the brand is no longer alive, the image of the Max Mara fashion has not changed for many years. In every collection there is a large number of brand models camel colors that blend with contrasting details, such as animalic tops with prints, T-shirts into the transverse strip or a self-colored inclusions of a different color.

Max Mara products sold in ninety countries around the world. Her collections are presented at Fashion Week in Milan. In addition to clothing and accessories ready-to-wear brand produces wedding dresses and perfumes. Max Mara - this is one of the few large companies where the leadership for decades carried out by members of one family. Business owners are the children of Achille Maramotti - sons Luigi, Ignazio and daughter Maria Louis.