Italy MAXMARA Group, Rammeton Trading (Shanghai) Co., Ltd., founded in 1951, is one of the top ten windbreaker brands, an international women's clothing brand, famous internationally for its camel coat and crimson suit
The Italian brand MaxMara was born in 1951, when founder Archille Maramotti launched his first fashion collection with a camel coat and a pink suit, and the MaxMara Group's business has since gone down the road to a brilliant fashion avenue, and with more than 50 years of creativity and ideals, it has successfully established today's fashion empire.
Archille Maramotti's interest and passion for fashion began with his great-grandmother, Marina Rinaldi. At the end of the 19th century, when fashion was still voluminous for expensive tailors, she had already opened a tailor's workshop in Reggio Emilia and foresaw the prêt à porter becoming the mainstream of fashion in the future. After graduating in law, Archille Maramotti decided to continue his great-grandmother's sewing career and founded MaxMara in Reggio Emilia in 1951, becoming a pioneer of ready-to-wear collections.
MaxMara's focus is always on the product itself. "Our customers recognize the value of the product itself" Women choose MaxMara because they know it's made of good materials and fit, not because it's the season's trend. These ladies don't like clothes that don't follow trends and have a touch of traditional colors; This garment is not old-fashioned, but well-designed, moderately cut and will stand the test of time.
MaxMara's clothing is dignified, generous, and traditional, and never follows the customs.
A characteristic of the MaxMara woman: she does not let the clothes she buys hide her personality in the slightest. She doesn't like to go beyond boundaries, so she doesn't blindly follow trends, wearing hippie outfits this year and Egyptian princess next year.
Since the company's inception in 1951, the MaxMara woman has been around and has evolved, but the essence has never changed. She has a unique personality, elegant and dignified, but never stands out for herself. MaxMara is not dictated by any one designer; The policy of employing outside fashion designers on a short-term basis reflects the spirit of tolerance and has become the secret of MaxMara's success.
MaxMara styles, colours, fabrics and legends: 50 years of pursuit and longing have all become reality. In 1951, the introduction of a camel coat and a crimson suit marked the beginning of the MaxMara legend. MaxMara's first collection, with its subtle and meticulous style, showcases the characteristics of all its later collections: beautiful shapes and clear lines, based on the beautiful French style that was in vogue at the time, and then redesigned and reimagined in typical Italian style. Other collections followed, but their success never faded.
The first MaxMara collection combines French and Italian styles, with clean lines and tailoring. Since then, other series have been successfully launched. By the end of the '60s, Archille Maramotti had taken the same cues from London, England, and added new elements to create another collection, Sportmax. This collection is designed for a group of young women who love the freedom to dress up. And Sportmax has always been a fashion trend guideline.
With the changing times, women's clothing requirements and tastes have increased, and the design of each season's collections has been constantly changed to meet the increasingly complex needs of customers. Today, MaxMara has created a number of collections, each with a unique identity that reflects MaxMara's passion for fashion.
In the urban fashion world, MaxMara has always been the undisputed frontrunner. Because of the unwavering commitment to minimalism, in addition to the three classic shades of black, white and grey, as well as the iconic materials such as tweed, satin, chiffon and leather, there seems to be a big limit in terms of color and material selection.
To seek breakthroughs, smart designers know how to be unique in style. Executive attire is still the mainstay, but the addition of a button-down top and a pencil skirt can be combined with black-framed sunglasses, a cross-body backpack or silver-grey casual leather shoes to avoid the embarrassment of being the same. To make a statement a little more expressive, consider a few leggings covered with three-dimensional waves, and changing the angle of the line of sight can produce a kaleidoscopic effect, and you will feel a little dazzled if you are not careful. White-collar workers who pay attention to the quality of life will never slack off on the requirements for appearance when they are engaged in leisure sports. A morning gown with a soft color and a relaxed style will definitely bring a good state of mind and body when jogging or practicing.
The silk chiffon blouse brought by Maxmara was draped with large sequins diagonally on the front panel, which was both generous and appropriate for the entertainment of the party. In this collection, there are satin thick trench coats that come in handy when going out to protect against the cold, and there are also funny plastic raincoat-like clothes and skirts, and it is the designer's very measured grasp of the proportion of practicality and fashion that makes this brand well-known among professional women.
