By  on October 5, 2011

Thinking of Max Mara’s early days in terms of today’s world — with its fast-fashion brands, online shopping, instant global visibility and gratification — is an effort, but those first steps in fashion in the Fifties are what have made the Italian company the $1.65 billion powerhouse it is today.

“It’s difficult for young people now to imagine fashion that is not for daily use, but until the Second World War, fashion was for the elite. It was ready-to-wear that made it more popular,” said Luigi Maramotti, chairman of Max Mara s.r.l. and a son of the founder, Achille Maramotti, referring to an era when women turned to dressmakers for clothes.

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