You know you’ve made it when a Max Mara coat hangs in your closet. The Italian fashion house — beloved by celebrities and coveted by fashion enthusiasts — is a cornerstone in the world of quiet luxury — even before quiet luxury had a name and a PR rep. Defined by quality craftsmanship, impeccable tailoring, and understated elegance, it’s the kind of brand that creates timeless outerwear that you adore for a lifetime and then pass on to a new generation; the brand whose pieces stay relevant long after its debut, as demonstrated first with the iconic 101801 Coat, and now with the Teddy Coat.
If you’re not familiar, let me induct you into the Teddy universe. Designed in 2013, the coat strikes the perfect balance between playful, with its abundant volume and oversized fit, and glamorous, with its plush camel-hair fabric. Season after season, the coat has reinvented itself with fresh silhouettes, fabrics, and colorways. The Teddy’s universal and long-lasting appeal lies in its distinct versatility — it’s the extravagant coat I want to wear over a floor-sweeping gown for a black-tie event, but it’s also the comfy, blanket-like piece I want to bundle over sweats to schlep to the corner market. Simply put: This is the coat I want to live in — now, and every winter for the rest of my life.
To celebrate 10 years of the iconic coat, Max Mara has opened a Teddy Ten pop-up in Soho, located at 125 Prince Street, where you can immerse yourself in the world of Teddy. Within the space, everything from the furniture to the fixtures are a nod to the coat’s signature silhouette and plush fabric. You can shop the full range of Teddy Coats in store, including new colorways for Fall/Winter 2023, as well as a special edition capsule collection available for a limited time: The Sparkle Teddy Coat adorned with over 300 hand-sewn jewels and Mini Teddy Coats for kids five to 12.
Make plans to wrap yourself up in a Teddy, or wrap one up for a gift this holiday season. I, for one, am aiming for the former — let this serve as a hint to all my friends and family.
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