Maison 22 of 100 · Fashion & Couture
Max Mara
The reading
Privately held, coat-first, no logo required. The 101801 is the civilian cousin of the Birkin: a single object that teaches the whole house. Italian industrial design applied to a wardrobe rather than a bag.
The house
- Origin
- Italy
- Founded
- 1951
- Atelier
- Fashion & Couture
- Ownership
- Maramotti family
- Signature
- 101801 camel coat
- Register note
- The coat as category This line is the register’s own characterisation, not a sourced figure; see Méthode.
How the register places it
Counted inside its own room it stands 22nd of the twenty-five houses this register files under Fashion & Couture. The register's Italy cohort runs to nineteen — the second-largest national group here — and it is one. It is the only house here filed to the Maramotti family. Against the whole register by founding year it comes 61st of a hundred. Ferrari (1947) and Givenchy (1952) are its closest neighbours by founding year here. Fashion & Couture holds twenty-five of the hundred places, the largest room in the register.