“I LOVE MAX MARA” is an exclusive event at the Hankyu Umeda department store to celebrate the Italian exhibition week.
At the exhibition, Max Mara will present, in a modern and innovative way, it’s heritage by showing a selection of garments from the company’s archive, including Max Mara’s key product, the coat.

In fact, the Teddy Bear Icon Coat which has received worldwide attention and is loved by numerous celebrities, has turned into an impressive installation which appears in the center of the hall.

I LOVE MAX MARA is a journey into the heritage, the present and the future of the Italian Fashion House. A prismatic narrative recounting the evolution of the trends and the tastes, which accompanied the lifestyle and social changes from the 50s to today.

A detailed, unexpected and ever-changing chronicle of how MaxMara and its legendary coats came to be. From the foundation of #MaxMara, led by the innovative vision of Achille Maramotti in 1951, through a kaleidoscope of coats, images, sketches and objects, up to the #MaxMaraTeddyBear, today’s must have, and finally to a carousel of the most stunning looks from the Fall Winter 2018 Runway Collection.