Max Mara’s creative director Ian Griffiths spent a lot of time in the archive and rediscovered the rich ‘Teddy Bear’ coats that the brand made in the 80’s using plush long pile fabrics in noble fibres . He discovered that not only were those fabrics no longer made, but the mills had all closed down and much of the know-how had been lost. The team worked with an Italian supplier to redevelop the technology to produce a unique faux fur of pure camel hair on a base of silk. The exuberant volume of the coat is a celebration of the fabric’s opulent extravagance.     A style icon to wrap yourself in, the Teddy coat is here to stay in a big way! Worn by  some of fashions heavyweights like Gigi Hadid, Anna Dello Russo and Carine Roitfeld, the Teddy is realized in a rich plush texture, on a base of silk and noble fibers. This season The New Teddy is a must have piece, in a shorter version in cosy wool and alpaca. available and white and camel colors.     The Max Mara Teddy Bear Coat has been selected as the winner of the award “Best of the Best 2017” for Women’s Coat organized by Robb Report China of Trends Group.

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