Max Mara is an Italian fashion house founded in 1951. Achille Maramotti, great-grandson of fashion designer Marina Rinaldi, completed law school but chose to pursue the family's heritage and dedicate himself to haute couture. His forward-thinking goal of producing high-quality but manufactured (rather than hand-tailored) women's clothing was a revolutionary idea at the time. The very first collection, a camel coat and a geranium red suit, both with clean, crisp cuts were an immediate success. In the 1960s, Max Mara continued to develop its production techniques while expanding its range of products. Collaborations with notable designers of the day, such as Luciano Soprani, Karl Lagerfeld and Jean-Charles de Castelbajac helped enhance the brand's reputation and value. The company's philosophy is to emphasize the brand, rather than the contributions of an individual designer. The company transferred to London in the late 1960s, to take advantage of the creative energy of the time. The London collection was named Sportmax, geared towards the individualistic youth market. Coats have long been a staple in the Max Mara lines, and the 1980s saw the introduction of their classic "101801" wool coat. Blended of finest wool and cashmere, double-breasted and with kimono sleeves, the coat is a symbol of the house and has since appeared in every winter Max Mara collection with no changes in its design. The iconic coat has been immortalized by artists and photographers in numerous works. Achille Maramotti passed away in 2005, but the company remains in family hands, with sons Luigi and Ignazio, and daughter Ludovica having followed him into the family business. Max Mara today offers clothing under 35 different labels, including the Max Mara, Sportmax and Max Mara Occhiali lines, as well as a line named in honor of the family's fashion matriarch, Marina Rinaldi. The company has more than 2,000 stores in over 90 countries, and has expanded its offering to include accessories, bridal wear and perfume. Max Mara fragrances are offered in conjunction with Selective Beauty. The first scent, Max Mara for women, was introduced in 2004. Designer Max Mara has 6 perfumes in our fragrance base. The earliest edition was created in 2004 and the newest is from 2009. Max Mara fragrances were made in collaboration with perfumers Olivier Cresp, Vincent Schaller and Daphne Bugey.