The Enduring Allure Of Max Mara Camel’s Code
- Windy Aulia
- Jan 21
- 3 min read
Why Max Mara’s real secret lies in how lightly it wears its mighty legacy.
Photo: Courtesy of Max Mara
As one of Italy’s most prestigious fashion houses, Max Mara has long been celebrated for its sophisticated tailoring and timeless designs. Founded in 1951 by Achille Maramotti in Reggio Emilia, the brand has consistently embodied an ideal elegance that transcends fleeting trends. While it might have started in response to Europe’s post-war economic boom—when the country saw more women entering the workforce—Max Mara, over seven decades later, has remained true to its form.
Maramotti’s vision was revolutionary for its time. He wanted to bring the craftsmanship of haute couture into the ready-to-wear market; and sought to create high-quality, beautifully-made clothing for women that could be worn in everyday life, balancing artistry with practicality. His commitment to refined tailoring and elegant simplicity quickly made Max Mara synonymous with timelessness. It became the brand’s mission to focus on perfecting the structure and cut of each garment rather than following ever-changing seasonal trends.
South Korean star, Hyeri, wears Max Mara Camel
Photo: Courtesy of Max Mara
From the outset, Max Mara’s aesthetic was clear: minimalism, clean lines, and a palette of neutral tones that stood the test of time. The brand’s obsession with longevity, both in design and material, underscores each collection. It offers women pieces that can transition from one season to the next with grace and style, a promise that has been at the heart of the brand’s identity since its inception.
One of the most brilliant ways to deliver this is through its signature camel code. “The allure, and beauty of, camel for Max Mara are multifaceted, rooted in its inherent qualities and deep integration into the brand’s identity,” says Max Mara’s creative director, Ian Griffiths, before adding, “The material itself is unparalleled: the softness, warmth, and durability of camel hair speak to an understated, enduring luxury. It’s about investment pieces that stand the test of time, both physically and stylistically.” From its outerwear, including Max Mara’s iconic 101 801 coats, to warm overshirts, parkas, and even meticulously tailored jackets, Max Mara’s camel is its signature, as is its commitment to impeccable textiles and refined design. Along with that are luxurious knitwear, tailored trousers, flared skirts and statement accessories, all in a beautiful spectrum of camel hues. They display a cohesive expression of modern elegance—reiterating the brand’s unofficial credo—one signature shade, endless style.
“It’s ironic that the camel coat was once a symbol of male prestige and authority. Today, we see men wearing Max Mara coats. That’s a first in the history of fashion—women have often borrowed from the masculine wardrobe but never the other way round,” Griffiths says, giving an example of the camel coat’s appeal.
South Korean star, Hyeri, wears Max Mara Camel
Photo: Courtesy of Max Mara
He continues, “Modern feminine prowess, in Max Mara’s context, is defined by intelligence, autonomy, and a mastery of one’s own style. And the camel coat, with its clean lines, generous volume, and luxurious material, provides a sense of gravitas and capability. It’s the sartorial equivalent of a power suit, yet imbued with softness and grace.”
If Max Mara’s enduring allure is grounded in its commitment to create garments that exude quiet confidence and sophistication, then its universal appeal is the camel code as each camel piece is made to last, both in terms of style and quality. “When a woman wears Max Mara camel, she projects self-assurance; the coat is her shield and her statement of effortless sophistication. It speaks to a woman who is in control and highly accomplished, without needing to shout about it,” Griffiths concludes.
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