Max Mara is proudly marking the 10th anniversary of its beloved Teddy Bear Coat. This cocoon-cut, camel-colored faux-fur coat, which made its runway debut in 2013, has been a symbol of both warmth and style. It has graced well-dressed women worldwide and adorned celebrities on the red carpet.
To commemorate this milestone, Teddy is embarking on a ‘Great Big Global Fashion Adventure.’ This global celebration will span various cities worldwide, featuring interactive installations and photo opportunities for visitors.
Simultaneously, MaxMara.com and select stores in ten major cities will unveil exclusive products crafted specifically for this occasion. One of the standout offerings is the Sparkling Teddy Coat, available in the classic camel color or a pristine white.
For the very first time, a Mini Teddy Coat designed for girls aged 5-12 will be introduced. It comes complete with matching accessories like mittens, ear muffs, and fluffy hats adorned with adorable teddy bear ears.
The 10th-anniversary celebration of the Teddy Bear Coat is complemented by a captivating advertising campaign, beautifully captured by photographer Tyler Mitchell and featuring the elegant Mariacarla Boscono.
