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Coat Check: Max Mara Teddy Bear Coat Celebrates Ten Years

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With its playful plush camel hair, cozy cocoon cut, and effortlessly glamorous charm, it’s no wonder that the Max Mara Teddy Bear coat achieved cult-like status worldwide. Now, the “It Coat” is turning ten and celebrating the story of its creation in style.

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Conceived in 2013, the Max Mara Teddy coat’s design was inspired by a 1980s archival piece. The original coat had been made from plush, long-pile fibres that had once been developed in German mills that crafted premium children’s toys.

The mills had since shuttered, taking with them a wealth of expertise. Discovering the garment, Max Mara’s creative director Ian Griffiths set out to revive the lost art of the Teddy Bear coat.

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Max Mara now celebrates the 10-year anniversary of this legacy piece with the Teddy Ten Project—an initiative that will also honour the Max Mara identity and savoir-faire. The project will unfold through a world tour with stops and activities spanning the globe, in addition to installations and structures set up at selected locales worldwide.

Max Mara will also launch exclusive products for the occasion, including a new Sparkling Teddy Coat and the first-ever Mini Teddy Coat, designed for girls aged 5–12, complete with matching accessories. The anniversary celebration will be accompanied by a dedicated advertising campaign by photographer Tyler Mitchell, featuring Mariacarla Boscono as she dons the iconic coat.

This story is from Magnifissance Issue 122

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