Coat Check: Max Mara Teddy Bear Coat Celebrates Ten Years

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.

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.