20/06/2026
Dressing the Era. In the early 1950s, a brand-new building in Reggio Emilia, Italy, came into being. Its glass façade and bold transparency generously invited the light within. This became the headquarters for the manufacture and design studios that Achille Maramotti fervently desired for the development of Max Mara’s collections. Guided by his mother’s tailoring traditions, Achille created the workshops where clothing collections are now brought to life. Although he admired Parisian haute couture, he sought to approach fashion through the principles of the nascent democratization of ready-to-wear. Priority is given to noble materials and refined shapes that accompany elegance rather than governing it.
