[4] Achille Maramotti chose the men's coat as an iconic garment for women's wardrobes, and in the 1960s, Max Mara established its creative studio to research the expression and personalization of outerwear.

[5] In the 1970s and 1980s, Max Mara began collaborating with international designers such as Anne-Marie Beretta,[6] Emmanuelle Khanh, Karl Lagerfeld, Jean-Charles de Castelbajac, Narciso Rodriguez,[1] Proenza Schouler, as well as fashion photographers including Richard Avedon, Arthur Elgort, Steven Meisel, Sarah Moon, Max Vadukul, Mario Sorrenti, David Sims, and Craig McDean.

During the same period, Max Mara also introduced the Manuela coat, made of pure camel hair with a notched collar, side pockets, wrap-around closure, and a belt.

In 1981, French designer Anne-Marie Beretta created the model 101801 coat, a camel-coloured wool and cashmere overcoat that became an iconic symbol of Max Mara.

[8] In 2013, the brand presented the Teddy Bear coat on the Autumn/Winter runway, made of alpaca wool and silk with a faux fur effect, inspiring a series of imitations.

[13][14] Starting in September 2013, the campaign appeared in Vogue, Harper's Bazaar, Elle, W, InStyle, The New York Times, and the International Herald Tribune.

[16] For the development, production and distribution of its fragrances, Max Mara has had licensing agreements with Procter & Gamble’s Cosmopolitan Cosmetics division (–2004), Selective Beauty (2006–2024) and Shiseido (since 2024).

Past recipients of this award include: This project was launched in 2005 in collaboration with the Whitechapel Gallery and is dedicated to women living in the United Kingdom.

[37] In 2012, Max Mara received the "Brand Heritage Award" from the global association Fashion Group International during the FGI's 29th Annual Night of Stars in New York.