Fragrance house

Max Mara

In 1951, Achille Maramotti founded the first company of the Max Mara Group in Reggio Emilia, Italy, combining industrial processes with quality clothing in a model described as a forerunner of modern high-end women’s ready-to-wear. The name joins an abbreviation of Maramotti’s surname with “Max,” the name of a local Reggio Emilia character. Early development focused on producing sophisticated coats at industrial scale, adapting French high-fashion styling to volume manufacturing for an emerging middle-class customer. In 1981, Anne-Marie Beretta created the 101801 coat, recorded as an enduring best seller. Max Mara remains controlled by the Maramotti family, and its public identity places emphasis on the house and its customer rather than a highly visible designer persona. Ian Griffiths, who joined in 1987 and has served as artistic director since 2009, introduced selected British references while retaining an emphasis on refined materials, precise cutting, and simple, elegant silhouettes. In 2024, Shiseido received an exclusive worldwide license for Max Mara fragrances. Its first fragrance under the partnership, Max Mara Le Parfum, launched in 2026 and connects the scent’s floral-woody composition and bottle design to the brand’s coat heritage.