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麦士迈娜
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Achille Maramotti began designing couture clothing in 1947, and officially established the House of Max Mara in 1951. The "Mara" came from his surname; "Max" came from Count Max, a local character who was seldom sober but always stylish. Maramotti was one of the first to see that the future of fashion lay in the mass production of designer-quality clothes. He was also keen to emphasise the brand of Max Mara ahead of the names of individual designers, even though he employed future big names such as Karl Lagerfeld, Jean-Charles de Castelbajac, Dolce & Gabbana and Narciso Rodriguez. The company remains in the hands of the family and they like to maintain a veil of secrecy about the activities of the company, they don't even maintain a website. As of March 2008, the company had 2,254 stores in 90 countries.
Brands
Max Mara has spawned 35 labels, although Max Mara womenswear remains the core of the company. Other brands include Marella, Sportmax, Pennyblack and Marina Rinaldi; the latter is a plus-size label named after Maramotti's great-grandmother. The trendy, youth division is called Max & Co.
Boycott
Max Mara is currently under a consumer boycott for its sale of fur and fur trim, instigated by Italian anti-fur network AIP. AIP says "A violent and bloody industry breeds and kills dozens of thousands of animals every year to strip them of their skin and transform it into clothing. This industry is financed and promoted by Max Mara Fashion Group’s different brands. Getting them fur-free would have a serious impact on fashion in Italy and abroad and would save a lot of animals killed to trim their jackets, hats and scarves. The company does not depend on fur and can easily stop producing fur trimmed clothing, thus saving the life of thousands of animals every year. The Max Mara Fashion Group can take the same ethical stand that has brought many big names of fashion to become fur-free."
Brands
Max Mara has spawned 35 labels, although Max Mara womenswear remains the core of the company. Other brands include Marella, Sportmax, Pennyblack and Marina Rinaldi; the latter is a plus-size label named after Maramotti's great-grandmother. The trendy, youth division is called Max & Co.
Boycott
Max Mara is currently under a consumer boycott for its sale of fur and fur trim, instigated by Italian anti-fur network AIP. AIP says "A violent and bloody industry breeds and kills dozens of thousands of animals every year to strip them of their skin and transform it into clothing. This industry is financed and promoted by Max Mara Fashion Group’s different brands. Getting them fur-free would have a serious impact on fashion in Italy and abroad and would save a lot of animals killed to trim their jackets, hats and scarves. The company does not depend on fur and can easily stop producing fur trimmed clothing, thus saving the life of thousands of animals every year. The Max Mara Fashion Group can take the same ethical stand that has brought many big names of fashion to become fur-free."
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