Title Max Mara

7 Artists and 7 special-edition T-shirts to celebrate 70 years of Max Mara fashion. The story of a journey told through images literally on blank canvases that become a commemorative exhibition.


The T-shirt displays the printed image of a polaroid taken by the artist William Wegman in 2001 to celebrate the iconic 101801 camel coat. In “Dogs in Coats”, one of his most memorable and elegant Weimaraner dogs wears the legendary Max Mara coat.


The artworks of the famous illustrator François Berthoud featuring the unmistakable “dripping” technique which characterizes the artist’s work. Commissioned in 2001, the artist paid homage to the pop nature of the Max Mara coat by superimposing different parts of its paper pattern over a spectrum of women’s portraits and become abstract brush strokes interacting with serigraphically reproduced faces.

Wegman Tshirt 3 Max Mara
7for70 Whale A Max Mara

The irresistible nautical-themed graphics by legendary illustrator Brian Grimwood, portray a fantastic story of the high seas that was the star of the Max Mara S/S 2016 runway show.

Tshirt Whale Max Mara
1200 Test Max Mara

In 2011 Russian artist Valery Katsuba, was commissioned by Max Mara to create a series of photographs. Entitled “ALBATROSS (When memories are awoken by birds)” they feature the etoiles of the Bolshoi theatre wearing and celebrating the 101801 coat.

Tshirt Katsuba 2 Max Mara
Tshirt Katsuba 2 Max Mara
101801 Max Mara

Brigitte Niedermair’s approach to photography focuses on time, memory and the history of art. Her work inspired by the Italian Renaissance still life paintings features the Max Mara Teddy Coat enveloped in a soft and romantic light.

Tshirt Niedermair 2 Max Mara

The drawing sums up the long history of elegance and creativity of Max Mara through the refined drawings commissioned in the sixties to the iconic Italian fashion illustrator Brunetta who portrayed the style of the jet-set society from the twenties to the eighties.

7for70 E Max Mara
7for70 E Max Mara
7for70 F Max Mara
7for70 C Max Mara

How to describe Max Mara’s seventy years ascent to the top? Thrilling, exhilarating, epic? Yes, all of those, but the astonishing advertising graphics inspired by Erberto Carboni sum it all up in a single character: a simple exclamation mark. Seen on the F/W 2021 catwalk in Milan fashion show.

7for70 D Max Mara