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Max Mara’s Teddy Bear coat turns 10

The Italian house is celebrating a decade of the cosy style with a special new collection


If there’s one thing Max Mara is known for, it’s the ability to craft a truly spectacular coat. Outerwear perfection abounds at this heritage-soaked Italian house, with pieces from the camel-hair Manuela robe to the multifunctional Cube jacket long having been cornerstones of the world’s most well-curated wardrobes.

While the aforementioned Manuela, with its wide lapels and softly cinched waist, may be the poster piece for the quiet luxury movement, it’s another Max Mara icon we’re preoccupied with this autumn: the Teddy Bear coat has just turned 10, and it feels every bit as enticing as it did during its runway debut in 2013.

To mark the big birthday, Max Mara has revealed a playful Teddy Ten pop-up on the ground floor of Harrods, which houses a limited-edition line paying homage to the much-loved design.

Joining the classic Icon line-up is the Sparkling Teddy: a dazzling new take on the original, hand-studded with over 300 hand-sewn crystals that catch the light beautifully. For younger fans, there is also the brand’s first Teddy childrenswear collection, comprising mini versions of the coat alongside some adorable fuzzy accessories.

In-store from 4 October to 14 November, shoppers can discover interactive installations, photobooths and plenty of surprises for both adults and those smaller shoppers.

The enduring appeal of the Teddy is easy to understand. Once the temperatures drop into single figures, what could be cosier than a cocooning, shoulder-to-ankle comfort blanket of faux fur, deliciously thick and capable of keeping out even the most forceful winter chills. The Teddy Coat is that precious kind of piece that feels so good, you’ll never want to take it off – thankfully, each piece is truly made with longevity in mind.


An example of Max Mara’s forensic craftsmanship, the Teddy is made from camel hair, uniquely treated to create a plush, non-pilling texture and woven into a silk base. It’s this technical nous that makes it such an unrivalled faux-fur option: an investment we’re sure will look (and feel) incredible for decades to come.


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