MaxMara turns 70!

Celebrate the iconic brand’s big birthday with this limited-edition selection of tees and coats.

By: Jordan Jewell

When founding MaxMara in 1951, Achille Maramotti set out to create functional luxury clothing for women. For 70 years, the brand has continued to showcase the highest quality of Italian design and style. To celebrate its 70th anniversary, the legendary luxury brand released seven special-edition T-shirts, each featuring the artwork of a hand-selected artist. Dennis Nothdruft, curator at London’s Fashion and Textile Museum, explains it best: “The T-shirt is a really simple way to tell the world who and what you truly are.” In creating a T-shirt capsule collection, MaxMara has utilized the selected artists’ unique styles while remaining true to the brand. Each design is truly unique, from bright red backsplashes with delicate floral arrangements by photographer Brigitte Niedermair to an homage to the brand’s iconic 101801 camel coat, worn by a dog, created by artist William Wegman. Other designers include famous illustrators François Berthoud and Brian Grimwood, Russian artist Valery Katsuba, fashion illustrator Brunetta, and graphic designer Erberto Carboni.

To continue the celebration, MaxMara also revisited some of its most timeless pieces in a new anniversary collection. This new collection aims to rework and renew classics like the Teddy coat, which has stood the test of time and is now worn by A-listers like Kim Kardashian and Rita Ora, and the Anita bag, which combines glamour and streetwear for perpetual wearability. Other pieces receiving the anniversary treatment include the 101801 camel coat and the Ludmilla coat. These designs remain as iconic now as the day they were created and are receiving upgrades like reversibility, new colors, and Maxmaragram logos to merge the past with the present. The collection homes in on the “exclamation points” of the brand’s rich history, pieces that have made a cultural impact and continue to serve as staples in the closets of women across the globe.

Shop selects from the collection

Erberto Carboni Cotton Jersey T-shirt

$325
MaxMara

Erberto Carboni Cotton Jersey T-shirt

$325
MaxMara

William Wegman Cotton T-shirt

$325
MaxMara

Reversible 101801 Icon Coat

$4,890
MaxMara

Ludmilla Icon Coat

$6,590
MaxMara

Reversible Teddy Bear Icon Coat

$4,590
MaxMara

Nappa Leather and Fabric Bag

$1,890
MaxMara

Reversible Nappa Leather and Fabric Bag

$1,890
MaxMara