Since its launch in 2009, Max Mara Atelier has been a craftsman lead, research and development project that has directed its focus on Max Mara’s iconic piece: the coat. The collection epitomises the “r-evolution” of the coat. For Fall Winter 2024, Max Mara Atelier introduces a signature red as a subtle motif inspired by a colour used in the original Max Mara illustrations of the 1950’s. This particular red is also the colour of the tailoring thread commonly used at that time for basting and artisanal stitching.⁠ ⁠