Max Mara Celebrates a Decade of Luxury with the Iconic Teddy Bear Coat

Mariacarla Boscono Shines in Max Mara Teddy Bear Coat 10th Anniversary Campaign

To celebrate the 10th anniversary of its iconic Teddy Bear coat, Max Mara has gone all out, enlisting Mariacarla Boscono as the muse and Tyler Mitchell as the photographer.

This milestone marks a decade of the Teddy Bear coat’s reign as a symbol of luxurious and playful outerwear.

A Decade of Teddy Bear Elegance: Max Mara’s 10th Anniversary Campaign

The Max Mara Teddy Bear coat, originally inspired by a 1980s archival design, has gracefully journeyed through the past ten years.

It has emerged as a hallmark of luxury, renowned for its glamour and playfulness. This exceptional coat continues to captivate fashion enthusiasts worldwide.

The Spotlight on Luxury Fabric

At the heart of the campaign is the coat’s exceptional composition.

Crafted from a blend of materials such as alpaca, cashmere, or camel hair resting on a silk base, it exudes opulence.

This fabric mirrors the rich history of the Max Mara brand, which has always been synonymous with high-quality, tailor-made fashion.

Versatile Styling Takes Center Stage

Mariacarla Boscono showcases the Teddy Bear coat’s versatility in these ads, building on Max Mara’s fall 2023 campaign.

The oversized and enveloping silhouette of the coat allows for diverse styling options. From the casual pairing with jeans and stylish sunglasses to the dramatic combination with wide-leg pants and oversized shades, Boscono demonstrates that the Teddy Bear coat is a versatile and timeless piece.

A Wardrobe Cornerstone: The Teddy Bear Coat

In a classic move, Boscono pairs the coat with a timeless black dress, emphasizing its status as a wardrobe essential.

Max Mara’s campaign underscores one key message: while a decade may seem like a long time, for the Teddy Bear coat, it’s just the beginning of its enduring appeal and style versatility.

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