EXCLUSIVE: MAX MARA ICONS AT ANTONIA MILANO

“More than a coat, a Max Mara.” So reads the new claim masterminded by Max Mara to highlight the uniqueness of its most iconic staple for over 70 years – the coat. At the heart of Max Mara’s legacy, based on fashion, creativity and innovation, are four timeless coats: 101801, Manuela, Ludmilla, and Teddy. Intrinsic to the wearer’s unique story of individuality, these handsome evergreens bypass times and trends while always being of the moment. With a special dedicated store project, Antonia Milano taps into the success of this storied fashion house with a one-of-a-kind display in chocolate brown created just for us and running from Oct. 7-14. Moreover, on Saturday, Oct. 8, an open-day event will allow clients to discover more about each one of these luxe statement pieces, assisted by a Max Mara stylist and specialist. The success of these four winter essentials is now recounted in a 360-degree campaign that celebrates diversity in body, age and origin, shining the spotlight on the experiences of real people regardless of who they are or where they come from. Four ambassadors challenge the conventions of fashion and beauty with their powerful presence: Quinn Mora in 101801; Sora Choi in Manuela; Malgosia Bela in Ludmilla and Anok Yai in Teddy. All four show how they turned their impediments into strengths. All four are wrapped in highly recognizable coats. And, on each one, their Max Mara coat becomes an expression of individuality, an affirmation of their personality, revealing their energy, style and, above all, a rich inner life.