The launch of the Teddy coat in NY city


We hosted ¬†an event at the Max Mara flagship store in New York for the launch of the Iconic Teddy Coat. After being introduced to a Max Mara fashion show in autumn 2013, the Artistic director Ian Griffiths decided in 2017 to modify the coat with a silk and camel hair version, which gives the sensation of snuggling into the skin of a bear. For the autumn-winter 2018 season, the brand has launched five new colors in addition to the classic (pink, red, yellow, blue, white …). It was in autumn 2019 in Milan during its show that the brand presented its Teddy Bear in more strident tones such as cyan blue, cerulean corn and yellow. The designer recently said, “I remembered a type of 80’s coat made from deep, rich hair, and I felt that this type of coat was missing and would attract spirit of the wind.” The Teddy Coat is soft, enveloping and extremely warm. Today, it has become an icon, everyone wants it. Mrs. Rothschild said, “you can not walk in a block without seeing two or three.” It’s also a challenge to open a fashion magazine without seeing celebrities wearing it.



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