WWD Milestones: Max Mara’s 60 Years

The history of the sporty Italian brand.

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WWD Milestones issue 10/05/2011

1951: Achille Maramotti founds Maramotti Confezioni, making capes and tailored clothing.
1955: The Max Mara brand is established.
1961: The launch of the MyFair plus-size collection.
1964: Current fashion director Laura Lusuardi joins the company.
1964: The Pop collection is introduced.
1964: Max Mara opens its first flagship, in Reggio Emilia.
1969: The Sportmax brand launches, taking over the Pop line.
1971: The debut of the Marella line.
1975: The Blues collection bows.
1976: Sportmax stages its first show at the Hotel Principe di Savoia in Milan.
1978: The Pennyblack line is introduced.
1981: The Marina Rinaldi brand appears, taking over MyFair. It is named for Achille’s great-grandmother.
1981: Luigi Maramotti joins the company.
1982: The company launches the Pianoforte collection (today’s Max Mara Elegante).
1983: The launch of Weekend by Max Mara.
1983: First Max Mara show is held in Milan.
1985: Launch of Max&Co. and Persona collections.
1986: Launch of the Blues Club line.
1987: Max Mara’s first store in Hong Kong opens.
1989: The first issue of MM Magazine is published. It is distributed twice a year in Max Mara stores, to an exclusive mailing list and at selected newsstands around the world.
1989: Max Mara Japan is founded.
1990: Maria Ludovica Maramotti is named president of Manifatture del Nord Srl, which includes Pennyblack
1990: First Japanese store opens in Roppongi, Tokyo.
1997: Luigi Maramotti becomes president of Max Mara Srl.
1997: The company’s first store in China opens.
1999: The first Sportmax store opens, in Milan, and the ‘S Max Mara collection is introduced.
2004: Max Mara Parfums is established.
2005: Achille Maramotti dies.
2005: Ignazio Maramotti is named president of the Max Mara Fashion Group Srl.
The “Coats!” exhibition is held at Berlin’s Kulturforum. Over the next few years, it travels to Tokyo’s Mori Arts Center, Beijing’s NAMoC (the National Art Museum of China), and this year opens in Moscow’s State Historical Museum.

This story first appeared in the October 5, 2011 issue of WWD.  Subscribe Today.

2007: The Maramotti Art Collection is inaugurated.

2011: Katie Holmes is the recipient of the sixth Women in Film Max Mara Face of the Future prize.

2011: Max Mara marks its 60th anniversary.

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