Founded in 1951 by Achille Maramotti, fashion label MaxMara was established with the mission to apply the elegance and quality of Parisian haute couture to Italian manufacturing methods. Maramotti's opening collection set the tone for the brand's approach to glamour with practicality and included a camel coat that remains a piece core to the brand's DNA today. Today, MaxMara as a company incorporates a total of 35 brands including Marina Rinaldi (named after Maramotti's grandmother) and Sportmax and remains a family-run business.