Pure Design And Unique Originality

In 1951,

Di started his menswear business under the brand Maxmara, and emerged in the difficult atmosphere of Italy after the war.

Soon, he loved it.

But women who cannot afford to buy Women Wear.

His idea is to introduce a high quality, design sense and reasonably priced garment -- 50 years later, Max Mara, with its well-known classic clothing, luxury fabrics and knitted special talents, has reached the acme of empire with a $1 billion asset.

When Maramotti died in 2005, Forbes ranked him as one of the richest people in the world this year.

Subsequently, the company handed over to his 3 children.

Although its series has been designed by some famous designers, it is now the efforts of some behind the scenes designers to create this brand.

Brand owners: Ricci Mala Modi, Ignacio Maramotti, Lu Dovica Maramotti

Chief designer of the brand: Lara Russo ADI (1964 - to date)

Sub line brand: Sportmax

Brand products: clothing, glasses, perfume, handbags, shoes.

Brand type: ready-made garments

Brand show: Milan Fashion Week

If there is a problem in the fashion world that will really distinguish the official editor from the intern, then the question is: which company did Karl Lagerfeld, Jean Charles de Castelbajak, Dole cut and add Bana, Narciso Rodrigues (Narciso Rodriguez) and Franco Moschino (Franco Moschino) design?

The answer is: MaxMara, Italy.

One of the biggest supermen (1 billion 250 million euros in 2008).

Why is it a camel coat

In the winter of 2009, despite the fact that this almost prudent and abnormal industry is being slightly ironic in fashion, a garment made by MaxMara almost 30 years ago - the women's camel coat has become the focus of the 2009/2010 autumn and winter series.

From jatzdan, Valentino, Barron, Croye, Derek Lin, LV to Tommy Hill Figg (autumn, especially for the camel coat), this classic coat has become the representative garment at this moment.

Look, this trend is continuing on the main streets.

Then why is it a camel coat? Why is it now? In the area of MaxMara, Italy, they are not entirely sure, and they do not seem to care much about this problem.

It is said that they are used to such things.

For example, a new leather collar coat from Croye reminds people of MaxMara's clothing produced in the last 70s at the Lei Jiao AI factory.

If you've heard of ray coke, but you can't remember why you heard it well, look at your refrigerator.

This small town near the Apennines is also the home of Palmerson cheese. It has a reputation as a hotbed for left-wing wreck in Italy.

Whether it has the intoxicating taste of cheese or the tendency of left-wing disruptive elements, MaxMara uses a different approach to deal with its Italy competitors.

The difference starts with the name.

For example, Gucci is named after Guccio Gucci. O Gusz is named after Emilio Pche (Emilio Pucci). Armani (Armani) is obviously named after Giorgio Armani (Giorgio Armani), and others.

MaxMara is not named after any individual.

The "Mara" part is taken from the name of the founder family, Maramotti, and "Max" is taken from Count Max, the name of a fashionable local character in the 50s of last 50s in Ai Melia, who is often drunk, but his clothes are always fashionable.

Acil Maramotti, who founded the company in 1951, chose the name because he thought people would remember the alliteration of Archille Maramotti.

Although MaxMara has hired some of the world's most famous designers, it is always so low-key.

Creativity is collective wisdom.

Acil's son, the president of the company, Rich Maramotti (Luigi Maramotti) said that it is very suitable for these designers.

He said, "we give them freedom. Besides, we do not stress too much that this is the concept of a certain designer.

I will not try to imply that a designer is not creative - if he only owes all his credit to himself, it is dishonest.

The tradition of MaxMara stipulates that sketches of designers are only part of the process of garment creation.

Its cutting workers, machinists and computer operators are all in the same position as designers in the whole process, because without their technology, the clothes designed by Lagrange, Moss Kino, or Anne Mary Beretta (Anne-Marie Beretta, which dates back to 1981, that is the first time she painted a camel coat) will not become a reality.

Giuseppe Baki, now 53 years old, has worked in the overseas market department of MaxMara's major Lei Jiao AI factory since he was 21 years old.

Including the main line brand MaxMara and its subsidiary line brand Sportmax and 'S MaxMara', the equipment covers an area of 3048 square meters, with an annual output of 100 thousand pieces.

Each garment has to go through 120 to 150 processes.

Other factories produce MaxMara's other brands, including Pennyblack, Linea Emme, Weekend and Marina Rinaldi, which account for 20% of MaxMara sales.

Bach sits in the factory's drawing room, talking excitedly about production, his seat like a broken mattress.

Walking on the production line, Bach explained why it was not possible to pull cloth when cutting the tailoring (which would make the garment become deformed). Why computer clipping is the best in human eyes? Why pressing a seam can greatly improve the joint position, and how MaxMara creates mechanical sewing clothing - the stitch spacing is wide enough to make the lapel look manual sewn.

Back to MaxMara's headquarters, Mala modi confirmed that he had met Bach before returning to the theme of big designer.

"Creativity is created by people who create cloth as spinning.

And I think there are many creative people in this factory.

For fashion consumers, it may not be so exciting, because there are more designers' gossip and luxury life, but I prefer design.

Rich Maramotti rarely interviewed.

Assuming that this is a speech delivered to Hannah Rikaz, a London filmmaker, at the MaxMara awards for women's art, Maramotti has been incorporated into their contemporary art.

Acil's collection of 30 years is incredible. Now they are hidden in MaxMara's factory.

These 200 exhibitions include works of some international masters such as Jean Mitchell Basquette, Matthew Barney and Schnabel, and more from the works of medieval Italy masters A La Manzoni and Martini.

This award is only granted to women because it is wrong to think that women and men have the same opportunities in the world of art.

Maramotti said.

The company has a desire to expand its range of livelihoods.

As its main factory is constantly expanding, MaxMara has archived more than 50 thousand pieces of original designs, samples and sketches in each series over the past 50 years.

This is the kingdom of Laura Lusuardi, the chief designer of MaxMara. She successfully launched her first series of Sportmax in 1964.

Up to now, every finished product and every production line has been launched and worked closely under her gaze.

She will take part in the choice of designers, the direction of design, and even the design of trademarks.

With the original MaxMara, Russell ADI collects more than 20 thousand antique costumes.

Some of them are really amazing, like Chanel's suits, and also on their designers.

Russo ADI explains that she hopes her designers will be able to use these materials to "relax and research".

And get inspiration - but it's not a simple reproduction.

They can look at the old cloth and trace the evolution of clothing. "

Suddenly, Russell ADI took a hand and pulled out a dress.

Everyone said that Prada avant-garde was a revolutionary -- but in their spring and summer series, they quoted it.

I like them to re inspire after inspiration, just like MaxMara.

The other hand quickly pulled out a shoulder coat 25 years ago.

"At that time, women spent a lot of time adjusting to wearing such clothes, and then it took a longer time to get used to them instead of wearing them," she said.

Clothing is not duplicated.

Russell ADI said, "you can't be a fashion designer, but you can't be ignored.

This is why body contact coats in 1945 or 1932 are so important.

If you open a magazine, you can see how fashion reclaims itself - it's not duplication, but innovation in roundabout.

Although copying and other things happened, it made Rousseau more and more worried.

"We will launch more than 2000 different styles of clothing every season.

You have to find ways to protect all designs. "

Although Russo ADI did not name, he said that a Italy manufacturer was experiencing serious economic problems and his company was on the brink of closure.

The company has created many inspirational designs for decades.

But now, it has been pirated very badly, which is doomed the company's crisis.

"Innovation has cost.

The company is likely to go to the day of failure, then you will lose the most simple creativity.

Therefore, the process of this parasite is likely to lead to less creativity in the whole society.

Soon, hundreds of reporters, art connoisseurs, and many MaxMara employees gathered in the old factory to watch the award-winning movie of Hanna.

Video art has no obvious sales.

There is no red in Rikaz's films, which is a challenge to any theater.

It consists of several interviews with Americans who saw the same mirage.

Each of them tried to depict what they saw, but each description was not consistent.

In the dim cinema, some people began to leave, some heavy sighs, and some left behind Rikaz.

"What we do is sort of like an anthropologist," Russo adidi said earlier. "We see changes happen and try to discover patterns.

Artists are better at this -- they are really hot, adventurous and actively explore.

So they can be leaders.

MaxMara may not be a dazzling fashion house, but it does insist on creating the purest and beautiful clothes.

So if you are going to buy a camel coat in this season, why not consider looking at MaxMara - a unique original.