Fuzzy and enveloping, the Max Mara Teddy Bear Coat is like a hug you never want to end. In the big wide world, where no one is grown up enough not to need something to cling to, it is the perfect protection. And, this autumn, everyone’s favorite fashion Teddy is celebrating a big birthday. 2023 marks ten gloriously chic years since the Max Mara Teddy Bear Coat became the bear most beloved by well dressed women everywhere.

Since its catwalk debut in 2013 this plush, camel, faux-fur, cocoon-cut cover-up has enjoyed the status of icon. For stars of the red carpet and smart women the world over it remains the perfect expression of playful glamour.

A new Sparkling Teddy Coat in camel color or white will join the fuzzy fashion family. And, for the first time ever, there will be the Mini Teddy Coat for girls aged 5-12 with matching must-have accessories from adorable mittens and earmuffs to fluffy hats with teddy bear ears. After all, why should mum have all the fun?

This spectacular 10th Anniversary of the Teddy Bear Coat will be supported by a dedicated advertising campaign shot by Tyler Mitchell and featuring Mariacarla Boscono who wears the iconic coat and spreads the message that is the mantra of every self-respecting icon: “I was, I am, I will be”.