Max Mara is celebrating a decade of outfitting customers and celebrities alike in the Teddy Bear Coat.
Since its debut on the catwalk in 2013, this plush, cocoon-cut, camel-colored faux-fur coat has been a source of warmth and style for well-dressed women around the globe, as well as stars on the red carpet.
To commemorate this anniversary, Teddy is embarking on a ‘Great Big Global Fashion Adventure’. The celebration will take place in various cities around the world, offering visitors interactive installations and photo opportunities.
Simultaneously, MaxMara.com and key stores in ten major cities worldwide will introduce exclusive products designed specifically for this occasion. Among the new offerings is the Sparkling Teddy Coat, available in camel color or white.
What’s more, for the very first time, there will be a Mini Teddy Coat tailored for girls aged 5-12, complete with matching accessories such as mittens, ear muffs, and fluffy hats with teddy bear ears.
The 10th Anniversary celebration of the Teddy Bear Coat will be accompanied by an advertising campaign, captured by photographer Tyler Mitchell and featuring Mariacarla Boscono.
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