Heritage
A house, in its own words
Achille Maramotti opened a small workshop in Reggio Emilia in 1951 after completing a law degree. He introduced American industrial processes to Italian tailoring, creating ready‑to‑wear garments that combined precision with comfort. The brand quickly expanded, opening its first boutique in Milan in 1965 and launching a flagship store in New York in 1970. By the 1980s Max Mara had become known for its iconic coat, a staple for professional women worldwide. In 2004 the house entered the fragrance market, collaborating with Procter & Gamble’s Cosmopolitan Cosmetics division to launch its first perfume, simply titled Max Mara. Subsequent releases—Kashmina Touch (2008), Max Mara Le Parfum (2008) and Silk Touch (2007)—sought to translate the label’s sartorial sensibility into scent. The fragrance line was discontinued in the early 2010s, and in 2014 Shiseido acquired the licensing rights for the brand’s perfume portfolio, taking responsibility for development, production and distribution across Europe, the Middle East and Africa. This partnership allowed Max Mara to revive select scents and explore new olfactory concepts while preserving the house’s heritage of understated luxury. Throughout its history the company has remained family‑run, with the Maramotti descendants overseeing creative direction and maintaining the original commitment to quality and timeless style. Max Mara’s creative vision centers on timeless elegance and functional beauty. The house believes that clothing and fragrance should serve the wearer’s daily life without demanding special occasions. Its values emphasize craftsmanship, quiet confidence and the empowerment of independent women—a principle set by Achille Maramotti when he founded the label for working professionals. In perfumery the brand applies the same disciplined approach it uses in tailoring: each note is measured, each accord balanced, and the final composition respects the wearer’s skin as a canvas. The partnership with Shiseido brings scientific expertise to the formulation process, ensuring stability and skin compatibility while allowing the creative team to focus on narrative. Max Mara avoids fleeting trends, opting instead for scents that age gracefully, mirroring the way a well‑cut coat becomes more personal over time. This philosophy informs every decision, from ingredient selection to packaging, and reinforces the house’s commitment to enduring style.