Max Mara Presents Its Iconic Teddy Bear Coat Campaign

In celebration of the 10th anniversary of its beloved Teddy Bear coat, Max Mara is pulling out all the stops. With the captivating ...

In celebration of the 10th anniversary of its beloved Teddy Bear coat, Max Mara is pulling out all the stops. With the captivating Mariacarla Boscono as the muse and the talented Tyler Mitchell behind the lens, the brand is reigniting its love affair with a garment that has revolutionized the world of outerwear.

Initially inspired by a vintage 1980s design from the Max Mara archives, the Teddy Bear coat has gracefully waltzed its way through a decade, emerging as a symbol of luxury that effortlessly combines glamour and playfulness.

The spotlight in this campaign falls squarely on the composition of the coat itself—a fusion of materials, including alpaca and cashmere or camel hair, cradled on a silk base. This fabric is as rich and storied as the history of the esteemed house of Max Mara, which was founded as a paragon of high-quality, bespoke fashion.

These advertisements build upon the Italian brand's fall 2023 campaign. The oversized and enveloping silhouette of the Teddy Bear coat invites versatile styling, a task that Mariacarla Boscono executes with expert finesse. From the nonchalant pairing with jeans and dress shoes to the dramatic combination with wide-leg pants and oversized sunglasses, she demonstrates that the Teddy Bear coat is a versatile and timeless piece.

Boscono further elevates the coat's status by pairing it with a classic black dress, solidifying its place as an essential cornerstone of any wardrobe. This Max Mara campaign conveys one clear message: while a decade may seem like a long time, for the Teddy Bear coat, it's just the beginning of its enduring legacy.