‘Teddy Bear’ of Max Mara is the trendiest coat of all time

Max Mara FW2017 Collection Teddy Bear Coat has been selected as the winner of the award “Best of the Best” for Women's Coat organized by Robb Report magazine.“Every few years we feel the need to present a collection that is just about Max Mara, our brand values and our unique history.” -  Ian GriffithsFall 2017 was one of those collections.  Max Mara’s  creative  director Ian Griffiths spent a lot of time in the archive and rediscovered the rich ‘Teddy  Bear'  coats  that  the  brand  made  in  the  80's  using  plush  long pile  fabrics  in  noble  fibres  -  originally  developed  in German  mills  for making  high  end children’s'  toys.  He  discovered  that  not  only  were those  fabrics  no  longer  made,  but  the  mills  had  all  closed  down  and much of the know-how had been lost.The team worked with an Italian supplier to redevelop the technology to produce a unique faux fur of pure camel hair on a base of silk.
The exuberant volume of the coat is a celebration of the fabric's opulent extravagance.Everyone who sees it just wants to wrap themselves up in it, including Carine Roitfeld, Kim Kardashian and Rita Ora to name a few.
Carine Roitfeld
Kim Kardashian
Rosie Huntington-Whiteley. #MaxMara  
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