Max Mara — 101801
The clothing line began postwar with the original intent to create affordable and quality clothing for both men and women. Since the creation, the brand has become a billion dollar empire, especially known for it’s quality designs and luxurious materials. Achille Maramotti passed away in 2005, the same year Forbes named him one of the worlds richest men — he has since passed the brand down to his three children. Other huge names have since contributed to the brand, such as Karl Lagerfeld, Jean-Charles de Castelbajac, and Narciso Rodriguez. Many of Max Mara’s clothes have transcended through history and remain incredibly fashionable and trendy to this day; but one of his biggest accomplishments was the 101801 coat which was first designed in 1981. The coat is created out of wool and cashmere and still remains a popular staple in the brand today. It was designed by French couturier Anne-Marie Beretta for the brand, and is known for its loose, slouchy fit. The coat is oversized with kimono sleeves, and is equipped with double breasted fastening. The coat comes equipped with a matching belt, personalized lining, as well as an inside label with the coats history. The coat is both laser cut and hand sewn, and takes a total of 168 minutes to put together all of the components of the coat. In 2016 — there was a campaign called “Mothers and Daughters” where six real life mothers and daughters came together for a photoshoot spread and explained how they wear the coat in real life.