Max Mara is an Italian fashion house founded in 1951 by Achille Maramotti in Reggio Emilia, best known for the camel-hair 101801 coat and for outerwear that has barely changed in decades.
Max Mara’s camel coat is the quiet luxury coat: the 101801, designed by Anne-Marie Beretta in 1981, has been in continuous production since. The house is still family-owned and still built around outerwear, cut from camel hair, cashmere and double-faced wool, with branding confined to the label inside.
What is Max Mara known for?
- 101801 camel coat
- Teddy Bear Icon coat
- Manuela wrap coat
- Double-faced wool tailoring
Key materials: camel hair, cashmere, double-faced wool, alpaca. Categories we cover: outerwear, knitwear, tailoring.
Is Max Mara quiet luxury?
Yes. Max Mara is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
On our Quiet Luxury Index, Max Mara scores 92 out of 100:
How much does Max Mara cost?
Icon coats roughly $3,000–$6,000. Max Mara sits in our Luxury tier: designer quality and restraint, a step below the summit on price. Prices are approximate US retail and vary by region and season.
What should you watch out for?
The Teddy coat is more statement than whisper; the 101801 and Manuela are the quieter buys.
Is Max Mara on Instagram?
Yes. Max Mara’s official account is @maxmara, with 4.5 million followers and 5,630 posts as of October 2026, ranking it #4 of 39 quiet luxury brands we track.
What do reviewers say about Max Mara?
The most-watched independent YouTube reviews and explainers on Max Mara:
Which brands are similar to Max Mara?
Toteme (Premium, Index 83). Clean wool-cashmere coats in the same camel and ecru palette at roughly a third of the price.
Joseph (Premium, Index 84). London-cut double-faced wool coats with a similar wrap silhouette.
Massimo Dutti (Accessible, Index 77). Wool-blend camel coats that echo the 101801 for under $500.
See all brands like Max Mara →
Max Mara at a glance
| Founded | 1951 |
|---|---|
| Founders | Achille Maramotti |
| Owner | Max Mara Fashion Group (Maramotti family) |
| Based in | Reggio Emilia, Italy |
| For | Women |
| Price tier | Luxury |
| Index score | 92 / 100 |
| Official site | maxmara.com |
Frequently asked questions
What is Max Mara known for?
Max Mara is known for 101801 camel coat, Teddy Bear Icon coat and Manuela wrap coat. Max Mara is an Italian fashion house founded in 1951 by Achille Maramotti in Reggio Emilia, best known for the camel-hair 101801 coat and for outerwear that has barely changed in decades.
Is Max Mara quiet luxury?
Yes. Max Mara is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
Where is Max Mara from?
Max Mara is based in Reggio Emilia, Italy, and was founded in 1951 by Achille Maramotti.
Who owns Max Mara?
Max Mara is owned by Max Mara Fashion Group (Maramotti family).
How much does Max Mara cost?
Approximate prices: Icon coats roughly $3,000–$6,000. Prices vary by region and season.
How many Instagram followers does Max Mara have?
Max Mara’s official Instagram account, @maxmara, had 4.5 million followers as of October 2026.
What brands are similar to Max Mara?
Brands similar to Max Mara include Toteme, Joseph and Massimo Dutti. Clean wool-cashmere coats in the same camel and ecru palette at roughly a third of the price.