Max Mara's Teddy Coat has been the warm and elegant winter jacket icon for 10 years
So, Max Mara's Teddy Coat has reinvented the autumn-winter wardrobe: the image is borrowed from the teddy bear, to which it owes its name, capturing the attention of fashionistas, especially those who are sensitive to the cold and seek a warm embrace when temperatures start to drop. Few know the story because behind this winter jacket hides a great friendship: we are in the '50s, and Achille Maramotti, the company's founder, tailors a coat for a dear friend. Looking through the archives, creative director Ian Griffiths finds this male proposal and adapts it to the female body. He keeps the wide lapels and the double-breasted design, while the cut is studied to fall, literally, on the silhouette. It looks like shearling but it's not: with a silk base and an innovative jersey knit process, it achieves that typical skin that really looks like a teddy bear. After its runway debut in 2013, it has never disappeared from winter collections.
10 years of history, 10 years of success, 10 years of desires. When you look at it, you immediately perceive its strong yet sweet character: the cocooning effect softens any boldness of full-volume aesthetics, inviting you to wear it without second thoughts. Max Mara's Teddy Coat dresses the look with great versatility: during the day, it pairs with jeans and ankle boots, and in the evening, with lightweight satin dresses, including the slip dress, enveloping as only it knows how.
The iconic model is undoubtedly in camel color, which itself refers to another success of the Italian maison, the classic cashmere coat 101 801 from the '80s. However, in these 10 years of history, variations on the theme have not been lacking: Julia Roberts wears the white one, while black is the most appreciated alternative for those seeking an investment piece. Finally, pastel or brighter shades follow the fashion trends. But despite all possible variations (or imitations), the teddy coat remains the obsession of every winter. Even in 2023.
