Max Mara ®
In 1951, Achille Maramotti, freshly graduated in law, decided to dedicate himself to haute couture; a family passion passed down from his great-grandmother Marina Rinaldi, who in the late nineteenth century operated a luxury fashion house in the heart of Reggio Emilia. His desire was to produce high-quality manufactured women's clothing. This was a somewhat avant-garde idea in the Italy of the time, where fashion was still an exclusively hand-crafted activity. The Max Mara’ s headquarters in via Fratelli Cervi, Reggio Emilia, photograph from the Sixties.
Dressing by Sarah Rein The work is part of an exposition project carried out in London in 1999, involving Max Mara and Goldsmith College. Dressing is a photographic sequence centred on the relationship between the familiar and the mundane, inspired by the children's game of dress-ups.
Project commissioned from Martine Barrat to celebrate the opening of the Max Mara flagship store on Madison Avenue, New York in 1994. The coat becomes a playful object, a protective cover and an entertaining hiding place.
In 2001, for the fiftieth anniversary of Max Mara, Francois Berthoud created a homage to the pop nature of coat 101801, superimposing the different parts of the sewing pattern on a repertoire of female types.
In 2001, for the fiftieth anniversary of Max Mara, Francois Berthoud created a homage to the pop nature of coat 101801, superimposing the different parts of the sewing pattern on a repertoire of female types.
Kevin Gray's work is the result of a collaboration between Max Mara and Goldsmith College, London, in 1999. The work starts with the question: "What would happen if the IRA military wore Max Mara on their combat missions?” and proposes model 101801as a victim of the context in which it is placed.