Max Mara invites you to celebrate the holidays with Teddy. This luxury-loving little bear, scene-stealing cover star and runway regular, is back to get us into the spirit of the season.

Fashion’s favourite fuzz-bomb, the social media sensation who is feted by photographers, celebrated by editors and stalked by supermodels invites you to join him on a dreamy day out as he shows us how to celebrate in style. His message for Holiday 2022 is a simple one of Unconditional Love.

The campaign will focus on a day in the company of the playful character that makes everything magical. The journey starts with a pitstop for cofee and a cuddle. Next up we are taking to the streets for a stroll. Then it is time to hit the stores for a very special spree with gifts for the ones we love on the shopping list. And finally there is a fond farewell with wishes of love and happiness from our fuzzy friend.

The campaign is a joyful infusion of seasonal energy going big on Teddy inspired gifting goodies as part of a selection of curated holiday must-haves. From essential accessories and irresistible novelties to cosy hats, gloves and scarfs, cool dresses and iconic coats; this is our shop window on the most coveted gifts of the season. Everything comes with the promise of impeccable catwalk credentials and the undisputed luxury of Italian craftsmanship.

Let’s celebrate. It’s Teddy Holidays Time!