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Coats! Max Mara, 55 years of Italian Fashion
Sep '08
Max Mara presents Coats!, a stunning installation of 70 Max Mara coats from 1950 to present day and a journey into the history of Italian fashion as seen through the coat: the iconic garment of Max Mara, at the National Art Museum of China (NAMoC), October 19-November 12, 2008.

After two successful exhibitions, the launch at Berlin's Kulturforum in 2006 and an encore at Tokyo's Mori Arts Center in 2007, Coats! will find a stunning partner in NAMOC, one of Beijing's most important institutions.

At the Coats! exhibit, guests will see an exquisite selection of 70 Max Mara coats and a historical survey of fashion and style including engravings, lithographs, prints and garments dating from the 1500's to the post-war period, and an incredible selection of photography.

Max Mara has collaborated with the world's most famous models and photographers including Carla Bruni, Christy Turlington, Linda Evangelista, Sarah Moon, Peter Lindbergh, Richard Avedon, Steven Meisel, and Craig McDean.

All are on display. Meanwhile, sketches from the company's official archives point to the important partnerships Max Mara has enjoyed with famous designers including Emmanuelle Kahn, Anne Marie Beretta, Nanni Strada, Colette Demaye, Karl Lagerfeld, Jean Charles de Castelbajac, Luciano Soprani and Guy Paulin.

Max Mara is one of the world's leading fashion companies. Founded in 1951 by the late Achille Maramotti, the legacy continues with the second generation of the Maramotti family: Luigi, Ignazio and Maria Ludovica.

Through the years, Max Mara has excellently maintained the principles that define the coats and collections: superior quality, stylish silhouettes, precision tailoring, exacting industrial production, international research, intense study of textiles and leadership in distribution and communications.

The Coats! installation was created by Ico Migliore of Migliore+Servetto Associated Architects, a company renowned for exhibition design and solutions for museums, institutions and companies throughout the world. After China, Coats! will travel to Spain, Italy and the United States, for exhibitions in 2009-2011, respectively. Each year, iconic Max Mara coats are added to the installation.

Max Mara USA

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