The Max Mara Group was founded in 1951 by Achille Maramotti. With great vision and business acumen, Maramotti decided to specialize in the production of coats, stylistically inspired by the most sophisticated French Haute Couture manufactured with innovative industrial tailoring techniques. Maramotti created sophisticated garments such as the camel coat and geranium red suit of the first collection. The idea was to clothe the new middle class population. “Made in Italy” style made its mark on the world as a result of the Max Mara brand. During these years the company was developing its unmistakeable style identity, as demonstrated by the birth (in 1981) of one of the group’s trademark pieces: the iconic 101801 coat. Created in wool and cashmere with oversize kimono sleeves, this coat immediately became an essential fashion must-have. It is a classic fashion item that has been included in every winter collection since.