Our online boutique presents fashionable women's clothing from the collections of leading European brands. Each brand has interesting story success and a unique philosophy. Agree, it’s so exciting to shape your style by adding designer items to your wardrobe from season to season!

In addition to basic models, tops, and, which are recognized as the basis of everyday ensembles, in our online store you will find conceptual clothes that will become a bright image element in your wardrobe. By experimenting and mixing styles, it’s easy to get outfits that highlight your individuality.

Branded clothing has interesting features. This is a recognizable designer signature that identifies a piece among hundreds of others thanks to its details and cut. This is high quality, due to which the clothes of luxury brands for a long time saves original appearance. This is a certain value - after all, a designer piece of clothing has every chance of becoming a vintage item with history, thirty years later.

Fashionable women's clothing in the online store website is:

More than 300 well-known brands - from luxury brands to affordable lines.
A variety of styles - for every taste!
Convenient selection on the website - by brand, size, color, style, material, price.
Delivery in Moscow the next day after ordering and in Russia by mail.
Possibility of trying on before purchasing during courier delivery in Moscow.

The history of the MaxMara brand is unique. First of all, a hundred-year prelude to the founding of this trademark. And also the name, this is a combination of the word “Max”, easily pronounced in any language in the world, and the first 2 syllables of the name Maramotti Achille, the founder of the company. Today MaxMara is in the first positions in the ranking of women's brands. Publishes its own glossy magazine MM Magazine and reasonably dictates fashion trends women's wardrobe.

Family background

If Senora Marina Rinaldi had not been an enterprising woman with a passion for beautiful clothes, perhaps there would not be such a beloved women's brand now. Thanks to her in the 1950s. family business traditions have been laid. The fashion studio in the Italian city of Reggio Emilia, which Marina owned, was famous for its quality items. And the hostess herself pays great attention to details and decorations. Giulia Maramotti followed in her grandmother's footsteps and adopted a passion for modeling. In the 1920s she managed to open her own school of fashion design and publish a whole series of publications on sewing theory.

This is the “inheritance” received by Julia’s son, great-grandson of Senora Marina, Accile Maramotti. He inherited the family passion for fashion, clothing design and professional perfectionism. Especially when it came to cutting and tailoring. That's why MaxMara suits are so elegant and coats are impeccable.

Founding and development of the brand

MaxMara was incorporated in 1951. The first collection was presented in the year of its foundation. Included 2 coats and 1 suit with an allusion to haute coutoure clothing. But they were distinguished by their laconic style and price. The corporate style was immediately defined - clear cut, non-aggressive palette, stylish things High Quality. The brand’s philosophy was also outlined: these beautiful clothes were not intended for the celebrity audience, but for ordinary women.

1969 is dedicated to the release of the Sportmax line. Its conceptual feature: female audience 18-30 years old. The popularity was overwhelming, and the line quickly grew into a separate brand.

In the 1970s, the legendary double-breasted coat “101801” was developed, sewn from camel hair and becoming the brand’s calling card. It is still available in the windows of flagship stores and on stylish urban women who are fans of the brand. And the name of its designer - Anna Marie Beretta - is immortalized in the history of the Fashion House.

The year 1981 was marked by the production of a series of outfits for plus-size women. This was the beginning of the Marina Rinaldi brand.

1982 - the period of development and release of the MaxMara Weekend line. Her concept is to create clothes for everyday life and leisure for active women. Today it is also independent trademark companies. A little later, the Max&Co line was spun off. It reflects youth fashion trends and is loved by this category of brand fans. The Fashion House also owns the trademarks Marella, Iblues, Pennyblack, Persona.

In 2005, Accile Maramotti passed away, leaving the company to his children. Fashion house MaxMara is growing and developing.

MaxMara collaborations

In addition to conceptual women's clothing, the achievement of the MaxMara Fashion House is the fact that the history of collaborations in general begins with it. In 1969, brand designer Emmanuelle Kahn, in partnership with the French company La Redoute, created a capsule collection for her. For fashion world such a phenomenon was new and even a challenge. Since then, the brand has been actively collaborating with various companies and designers.

IN different periods The brightest couturiers of our time worked anonymously on the collections: Karl Lagerfeld, Dolce & Gabbana, Narciso Rodriguez, designers Proenza Schouler and Moschino, Jean-Charles de Castelbajac. The same perfume line was launched in partnership with Cosmopolitan Cosmetics.

An interesting project of the brand in the field of collaborations called “Max Mara Monopolis!” In collaboration with Chinese artist Liu Wei, a real utopian city was created for the futuristic scenery of the Max Mara pre-fall 2017 show in Shanghai. In addition to creating the surroundings, Liu Wei put his imagination and hand into the capsule collection, which, in fact, was presented. 40s silhouettes and retro shoe styles are reimagined in a new way. And all for the sake of 11 items in the capsule collection for the active resident of the metropolis. Max Mara + LIU WEI - the first series in the See now - buy now format. After the catwalk, the items quickly went on sale in the brand’s flagship stores and on the website maxmara.com

At the moment, there are about 1,200 brand stores in the world, and legendary coats are a coveted item for fashionistas, regardless of age and nationality. Leading fashion minds are working on the collections, just like under the founder. Even if the terms of the contract do not allow the world to know its heroes, the history of fashion reveals these secrets over time. The main thing is that there are luxury items available to modern women. Original coats, down jackets, shoes, bags, dresses, knitwear from the MaxMara brand are comfortable and affordable.

Max Mara is women's clothing with a worldwide reputation. It is a symbol of quality and design. But what do you know about Max Mara? Let's lift the veil of secrecy! It's worth doing, because behind international success Max Mara stands a family history of 160 years and the biggest names in world fashion.

History of Max Mara

history of the company Max Mara began about a hundred years before its founding. In the 1850s, Senora Marina Rinaldi ran a fashion studio in the small Italian town of Reggio Emilia. The atelier was famous for its high quality tailoring and attention to fashionable details.

In the 1920s, the granddaughter of Senora Rinaldi, Giulia Fontanesi Maramotti, began teaching clothing design, published a series of books on the theory of cutting, and opened her own school of fashion design.

In 1951, Accile Maramotti, son of Giulia and great-grandson of Marina Rinaldi, founded the company Max Mara. The family passion for fashion, design and the perfect cut predetermined his choice. Company Max Mara specialized in elegant women's coats and suits.

Max Mara today

Today a group of companies Max Mara- the flagship of the world pret-a-porter fashion. Exquisite fabrics, trendy designs and, as always, perfect fit make the products Max Mara so popular in Italy and all over the world.

Max Mara is still a family business. Since the death of Accile Maramotti in 2005, the group of companies has been managed by his sons and daughter.

Some numbers about Max Mara

To the group Max Mara includes 41 companies. The group operates 9 brands that produce over 60 collections per year. In Group Max Mara over 5000 people work. Products Max Mara represented in 105 countries, you can buy it in 2,334 mono-brand boutiques, as well as 10,000 multi-brand stores around the world.

Big names associated with the Max Mara brand

IN different years design for Max Mara developed (anonymously) Karl Lagerfeld, Luciano Soprani, Dolce & Gabbana, Anne-Marie Beretta, Narciso Rodriguez, Moschino, Proenza Schouler and other, no less famous couturiers. That's why models Max Mara always so relevant and fashionable! Surely over collections Max Mara 2019 stars of modern fashion worked, whose names, according to the terms of the contract, are not yet disclosed.

The name matters!

Name Max Mara easy to pronounce in any language. Perhaps this is one of the secrets of the brand’s international popularity.

Brands of the Max Mara group

To the group of companies Max Mara includes 9 brands that produce women's clothing, bags and accessories - for different situations, for women of different ages and different builds.

Max Mara

Max Mara is clothing for women in which luxury details and exquisite cut are combined with practicality and convenience. Max Mara is a coat and suits for every day, to be fashionable and elegant every day.

Sportmax line

Collection Sportmax was proposed by Max Mara in 1969, influenced by the atmosphere of “swinging London”. Sportmax is a more eclectic, more avant-garde alternative to the usual sophisticated and refined style Max Mara.

Weekend Max Mara line

The name speaks for itself. Clothing for leisure, for country walks, for fresh air and Have a good mood. But don't think that Weekend Max Mara- these are down jackets and nothing more. Under the brand Weekend Max Mara A wide range of products is produced - from jeans and sweaters, to shoes, accessories and jewelry.

Max & Co line

Brand Max & Co- for young creative women who want to create their own personal image by combining things different colors and styles. Max & Co- for a modern, dynamic, eclectic and lively lifestyle.

Marella

Marella- these are clothes for young, dynamic, modern women who want to please themselves and please others. Every thing Marella created so that you enjoy wearing it, and everyone around you enjoys looking at you.

Blues

Blues is the group's brand Max Mara for young, courageous women who follow fashion trends, want to be part of the fashion world and are not afraid to experiment with their looks. Under the brand Blues a line is also produced Blues Club— clothes in the “Sports and College” style.

Pennyblack

Pennyblack is a brand for modern women that takes into account their clothing needs for any time of the day and all occasions. Pennyblack produces three lines. Pennyblack Black Label- for the office and business meetings, elegant and fashionable clothes for work. Pennyblack Gray Label- fashionable and affordable clothing for leisure. Pennyblack Pink Label — bright colors and clean silhouettes for special occasions and evening outings.

Marina Rinaldi

Marina Rinaldi is a legendary brand of the company Max Mara, named after the great-grandmother of the company's founder. Marina Rinaldi was the first brand in history to offer trendy, fashionable clothing to plus-size women. Collections Marina Rinaldi Sold in over 300 stores worldwide, they prove that style is not a matter of size. Style is a matter of attitude!

Persona

Persona is clothing for young women, available in a wide range of sizes. Modern designs, trendy prints and competitive prices make the clothes Persona truly fashionable and affordable. Persona convincingly proves that every woman, regardless of her age and size, can be a fashionable person!

Max Mara- women's brand No. 1 in Italy, flagship of fashion and style throughout the world. Max Mara releases its own glossy publication MM Magazine with a circulation of 500 thousand copies, sets the tone for what to wear, how to wear and what to wear with, and knows exactly in advance what lovers will wear Max Mara in 2019.

The Apennine Peninsula is famous for its talented sculptors and artists. And if the Renaissance brought Italy the reputation of the queen of fine arts, then the middle of the last century gave it the status of the capital of world fashion. In the 50s of the twentieth century, the young Italian lawyer Achille Maramotti radically changed his destiny. Following his family vocation, he founded an enterprise that was unusual at that time - sewing and selling ready-made clothing. What was the 24-year-old thinking? After all, Italian women remained faithful to their...dressmakers. It seemed that the custom of dressing among sewing craftswomen could not be sent back to the forefathers, but time has shown something completely different... Read also: As the great-grandson and son of a dressmaker, Achille Maramotti knew women well. He offered his clients natural fabrics and an elegant silhouette. Despite the gloomy forecasts, after 7 years, Maramottin’s modeling business began to generate good profits. Italian women have finally appreciated the opportunity to buy a ready-made dress at affordable prices. Read also: Despite the fact that Italians liked the Max Mara House’s products, its designers did not immediately say their word in World Fashion. The first models of the Italian maestro - coats and dresses that fit at the waist, were sewn under the impression of the creations of French couturiers. But soon Achille Maramotti had his own “voice”. The explosion of sun, youth and energy that swinging London was experiencing inspired the couturier to create sports models and unisex clothing. This is how the Sportmax series appeared.
Today, the Italian fashion house MaxMara unites half a dozen fashion brands. And its production ranks third in the country. Read also: Until the early 80s, the development of the brand proceeded smoothly. And so the happy muse, who visited Anna Beretta, gave her the idea of ​​a coat with double-breasted collar, made from soft cashmere. The famous coat, model 101801, created by the French designer for Max Mara, was destined to play first violin in conductor Achille's orchestra. Instantly winning the hearts of fashionistas, coat 101801 to this day is the leader in every winter collection presented annually by the House of Max Mara to the audience. …The creator and inspirer of Max Mara Fashion Group, Achille Maramotti, has been no longer with us for six years. But his Fashion House continues to delight with refined and elegant coats: short and behind the knee, close-fitting and with a straight silhouette, with leather belts and fur details, they remain a desirable dream for every modern woman with good taste.

There were, are and will be reviews on Insta, too, and on the blog I will tell you about brands in more detail. Here we are not limited by the number of characters :-)

So make yourself comfortable, I have prepared a most interesting longread for you. Everything you like :-)

Today I introduce you to the Max Mara group of companies.

HISTORY OF MAX MARA

In 1951, Achille Maramotti, a recent law graduate, decided to devote himself to haute couture. The family passion for the fashion business was passed down to him by his great-grandmother Marina Rinaldi, who ran a tailoring school in northern Italy.

Achilles dreamed of creating factory-made women's clothing and was right.

In the middle of the last century, designers mostly sewed collections for haute couture. And women, to buy clothes, went to tailors and had them sewn to order. Mass production of clothing as an industry was just emerging.

So the idea of ​​opening a fashion factory was somewhat avant-garde for Italy at that time, since fashion was still exclusively handmade.

Maramotti was inspired by Parisian haute couture, but passed the French trends through the prism Italian style and the needs of its customers. The success was immediate.

The very first collection included the Camel coat. Straight cut, clear silhouette lines. While other designers were creating their couture collections and sewing feathers onto sleeves, Maramotti sewed what women actually needed. The coat instantly became iconic.

In the 60s, Max Mara continued to develop factory production quality clothes and expanded the product range. Now, along with the already well-recognized double-breasted coats of a men's cut, small collections have appeared, which include elegant suits and more sporty lines.

Since 1965, Max Mara's creative team has been constantly expanding. Luciano Soprani, Lison Bonfils, Graziella Fontana and Emmanuelle Khan, Anne Marie Beretta, Nanni Strada, Guy Paulin, Jacques Delahaye, Jean Charles de Castelbajac collaborated with the brand.

Of course, all these people added value to the brand. And, by the way, without self-promotion - they followed the company’s philosophy: “brand recognition is more important than individual names.”

Coat 101 801

The 80s were marked for the fashion house with the birth of one of the most recognizable symbols - the double-breasted coat “101 801”, created by Anna Marie Beretta, with kimono sleeves made of cashmere and wool. Coat simple cut made from wool and cashmere became a bestseller. It is still represented in every winter collection.

In general, wool is the main material for all Max Mara clothing collections. The brand collaborates and sponsors research related to the capabilities of this material in order to “squeeze” the maximum benefits from it.

Now the Max Mara factory sews about 450 coats in one day. The brand cares about the quality of clothing, the latest technologies are used in production, but still Max Mara tries to imitate handmade work for each product, and 20% of the work on the item is done exclusively by hand.

Two collections are created per year - autumn-winter and spring-summer - in total, from 300 to 3,000 items are produced per season.

Max Mara's clothing collections, as the group's main brand, are luxury. They are created for women who want to look sophisticated, chic, on-trend, but still wear comfortable clothes.

Today the Max Mara range is:

• women's clothing
• outerwear
• Wedding Dresses
• bags
• shoes
• accessories
• bijouterie
• cosmetical tools
• perfumery

Clothes made from high quality materials, perfect fit, laconic design, but at the same time constant experiments - all this distinctive features fashion house Max Mara.

My favorites from Max Mara are, of course, their perfect cashmere coats.

By the way, Max Mara is also a brand where you can practice your eye for current styles. In the case of a coat, this is the ideal way. Therefore, even if you are not going to buy a coat here, just focus on the style and you won’t go wrong. I also have a separate article about coats.

I also advise you to pay attention to Teddy Bear fur coats. This is camel hair. But an analogue can now be bought in any brand, even from Cheburashka.

And since winter is ahead, let’s go to the coat section and learn from Max Mara how to create stylish layering. They suggest wearing a down jacket with your coat. Again, you can do the same with any coat and any ultra-thin down jacket or vest.

But, as they say, “even an old woman gets screwed.” I’ll also tell you what NOT to buy at Max Mara.

First, a few words about the “anti-purchase” section:

1. Here I show things that you can get tired of buying if you are not a “God level fashionista”.

2. This is a cheat sheet for those who make unsuccessful purchases and often see in the mirror not the reflection they expected.

3. A selection of potentially tricky or outdated items that are unlikely to be needed in the wardrobe of those of you who like to quickly get dressed without racking your brains for three hours over each item to make it look better than it is, to “save” it, etc. d.

ANTI-PURCHASES MAX MARA

1. Pay attention to the combination of white, shiny and highly wrinkleable fabric. In reality, such things look cheap and sloppy.
2. Tight, textured, sometimes see-through jumpers rarely look stylish.
3. Many people love the decor on knitwear, believing that it looks more interesting this way. It is not always so. In this case, the sweater will “pop” if you wear it with military-style clothes and accessories. And it will be very dull with a regular base if you don’t further “pump up” the look.
4. Shiny black tight blouses with those pockets - ouch.
5. Be careful with bags with such handles.
6. Such tops are vulgar if worn simply with a skirt or trousers. And they are great if you put something on top, like a blazer and roll up the sleeves.

• A green blouse and poppies are so last century.
• A retro coat is needed by those who wear a cool retro style and is not needed by others, otherwise #poor relative.
• Even waiters don’t wear short satin blouses.
• I love blouses with a bow, they look great with leather items. But the bow ribbon is enough, other ruffles can ruin everything, make it cheaper, make it look older. Especially in combination with red.

Max Mara brand lines

S-MAX

“S Max Mara is the second, more budget line of the main brand. The presentation of the line took place in 1999. The concept is to preserve all the key components of the main brand. This includes laconicism, cut, and high-quality material, only with a clearer casual focus.

"S Max Mara, in terms of assortment, almost completely repeats Max Mara, only the cost of things is slightly lower :-)

MAX MARA WEEKEND

Weekend Max Mara - the name of the line speaks for itself.

The collection was first released in 1984 as a trial project from the Max Mara Group. The brand's management wanted to create clothes that are suitable for weekends and the active lifestyle of fashionistas who want to not only feel comfortable, but also look stylish.

Since the release of the first collection, the brand has come a long way of evolution and now it is no longer just clothes for leisure - it is a rich and sophisticated, full-fledged wardrobe, including various categories of clothing: coats, knitwear, shirts, T-shirts, denim. All this is complemented by accessories that are updated specifically for each collection.

The main concept is a mix of chic and relaxed style.

Weekend often unobtrusively offers specific combinations of things, showing an image on the label, or adding a certain decorative element for all matching wardrobe pieces.

I have mixed feelings about this Max Mara line. I don’t know HOW cool modern basic clothing with a hint of fashion and auntie’s things can coexist in one brand? And in a 50-50 ratio? ⠀

I usually buy basic colored knitwear, coats for NOT tall girls, trousers. Rarely - blouses.⠀

In the current collection - checkered trousers and coats - love-love.

Here, by the way, there are always the right coats for those who don’t like the midi length, which took the whole world by storm a few years ago. But if you didn’t fall into her clutches for good reasons, then look at examples of coats that are above the knees or just below.

From the fashionable I would pay attention to beige skirt and trousers with a high belt - fire!

I like down jackets more in the S Max Mara line, but these are also ok.

Fell in love with an asymmetrical jumper - unreal, right?

One of the advantages of second lines is that they often repeat the first. But they are cheaper. For example, in the current Max Mara collection there is a skirt with drapes. And in Weekend it was slightly repeated. And to be honest, they look better than beige on most figures. The coat is often one to one in terms of style.

But this is exactly what you will NOT need in stylish wardrobe. We leave fitted shiny blouses, colorful blouses and short jackets where they came from, that is, in 2007.

SPORTMAX

We return again to Achille Maramotti. In the late 60s, when London was a trendsetter, Achilles again managed to surprise and attract the attention of the fashion world. Inspired by London, Maramotti, in collaboration with Laura Lusuardi (who, by the way, is still the brand’s design director), created a conceptual new collection clothing - Sportmax, dedicated to young women who wanted to add a little personality to their everyday appearance. So the brand began to dress the younger part of its customers.

The Sportmax collection was conceived by Max Mara's creative team in 1969 as a more practical and eclectic offering to customers than the company's traditional style.

Thanks to this, Sportmax has often become a legislative series that creates trends for the coming season.

If you describe the brand concept in one sentence, then Sportmax is casual for the brave.

There are many asymmetrical styles, many textures, and complex cuts. In general, you still need to be able to wear all this.

MAX MARA STUDIO

You will definitely like Max Mara Studio business women. The collections of this line feature predominantly cream, black and white colors; there are also suits in dark green, dark purple shades, with the addition of gold details.

MAX&CO

MAX&Co is a special brand project aimed at young women and girls who are looking for their own style: feminine, elegant, but at the same time dynamic and playful. MAX&Co is invariably glamor and intelligent design. There are always a lot of experiments with styles, materials and colors.

By the way, about materials. MAX&Co is constantly working on their quality and, from collection to collection, they come up with all sorts of technological things to improve these very materials. Therefore, do not be afraid to see the inscription “100% polyester” on the tag here. This will be the best polyester that has ever happened to you :-)

And the price here is more affordable, in contrast to the main collection of the brand.

MARELLA

As Max Mara describes this line, Marella is a brand for elegant women who want to create the effect of casual chic, they want to please themselves and impress others.

By the way, this is where short girls will find clothes that suit their height.

Be careful when shopping in this brand, unfortunately, in last years he doesn’t keep up with fashion and only 20 percent of the items from the entire collection can be recommended for purchase.

I'll start with outerwear. All Max Mara lines slightly repeat the first line, the difference will be in price and materials. The price is lower, the materials are not much worse, so there is no need to worry and sometimes it makes sense to praise. In general, Marella has an analogue of the icon coat - the teddy bear coat. And also there are always alpaca coats, which, due to their ability to keep you warm, can become a worthy and more elegant alternative to a down jacket! Very warm! Like fur coats.

Very carefully with their dresses, for the most part - nein-nein-nein - and what I liked is in the photo:

Mostly trousers are good, there are stylish skirts:

Knitwear with prints is a plus for any wardrobe:

In the photo with blouses, especially pay attention to the very first one, it looks very cool with blazers and tuxedos:

Those who don’t buy from Marella look around and look for analogues in their brands :-)

IBLUES

Iblues - clothes for young, bold, even daring women who are very receptive to the fashion world, love to be a part of it and keep up with the times, without being afraid to attract attention.

The most recognizable feature of the brand is their knitted dresses, which were first introduced back in 1975 and are still made today.

PENNYBLACK

The brand divided things into characteristic features, each of which presents different situations that a woman may experience in one day.

For example,

Pennyblack Black Label - series for business wardrobe from suits to watches.

Pennyblack Gray Label is aimed at everyday wear, but with a hint of readiness for spontaneity and openness to any cool ideas :-)

Pennyblack Pink Label features crisp silhouettes, color options and high-tech fabrics for every special occasion from ceremonies to parties.

Finally, a must-have from Pennyblack: the Coats and Parka collection is the brand's iconic clothing that changes from season to season, thanks to the use of innovative fabrics or completely new designs.

MARINA RINALDI

The Marina Rinaldi series was the first milestone in the history of the suit at Max Mara and the first in the world to offer a collection of clothing and accessories for women with curves.

All clothing and accessories here are aimed at highlighting beauty. female forms, because the brand believes that the main thing is not the size of clothes, but its quality and a woman’s ability to be beautiful in any image.

Why I love Rinaldi: ⠀

Take into account the presence of shapes and volumes

There are always trousers there for those who are very tired of looking for trousers that fit properly. You will recognize these lifesaver trousers by the presence of a drawstring or elastic at the waist. But, in any case, trousers are such a thing that you need to try on and look for. Yours will be found.

Knitwear - length, style, there is plenty to choose from for a normal base

Skirts below the knees. I love and respect ALL figures; I believe that individuality, coupled with self-love, is important. Nature does not create us in vain. Being different is the NORM. The rest is discrimination, nonsense and business on complexes.

BUT I often hear from curvy beauties that they are uncomfortable in short skirts, and the brands that sew for them for some reason more often make short things than things below the knee. Rinaldi does things below the knees, unlike the same Mango Violeta.

PERSONA

Persona is another brand for brave and curvy girls who are not afraid bright colors, modern design and unusual textures. Here you can find things for any occasion: for an official exit, for meetings with friends, for evening events, and even for out-of-town trips.

There is only one “BUT”. Persona, although aimed at a younger audience, forgot to hire a younger designer. I had a hard time finding things there that I would like to recommend for purchase. Sadness:(

Girls, here’s what else I want to say: you should never look at things and draw conclusions about them based on a photo on a website.

Each brand employs stylists, they style looks in a certain way. There are many more options :-)

It's the same as products. There is a dull boiled carrot - for some it is really dull, but for others it is a favorite product that can be prepared in dozens of ways :).

Same with things. So look wider! Think in sets and go beyond the looks offered on the site if for some reason they do not suit you.

Happy shopping!