A decade ago, the iconic teddy coat from Max Mara made its runway debut after creative director Ian Griffiths dived into the archives and rediscovered the plush ‘teddy bear’ coats from the ’80s. Griffiths was surprised to discover that the plush long pile fabrics in noble fibers from the time were no longer in production. What followed was a historic effort to rediscover the technological know-how and create what quickly became fashion’s most loved coat after Carine Roitfeld was seen wrapped in it for a cold day in Milan. And in the latest issue of Vogue Arabia, the very same staple can be seen in an all-new avatar, donned by none other than Dima Al Sheikhly.
Over the years, the teddy has seen various big moments – from Griffith revisiting the piece in 2017 with silk, to celebrities such as Julia Roberts, Blake Lively, Rihanna, and more being spotted in its warm embrace. After 10 glorious years, the iconic coat finds itself being celebrated by the Resort 2024 collection and new iterations, designed exclusively for this special occasion, including a sparkling piece in camel and white and the Mini Teddy Coat for girls aged 5-12.
The resort show, which was held in Stockholm during the festivities of Midsommardagen, celebrated the long-held tradition of female empowerment common to both Sweden and Max Mara along with a fantastical appreciation for native folklore. “I’ve always been fascinated by Scandinavian history, art, and culture. There’s something magical about its folk traditions and mythology, and of course, its natural landscapes are spectacular. But in the Nordic countries, we also find a heritage of good design and an egalitarian approach that chimes with Max Mara’s philosophy of attainable quality,” said Griffiths.
This very philosophy is what has made the teddy coat so iconic. It remains strictly in line with the brand’s dedication to building something that women can appreciate and is always mindful of their needs. “The ethics, the heritage, the values that we have built within 70 years of history is really our main asset; it is the most important thing that we have,” said Maria Giulia Prezioso Maramotti Germanetti, the Omnichannel Retail Director of the Max Mara Fashion Group, Global Brand Ambassador and founder Achille Maramotti’s granddaughter, in a past interview with Vogue Arabia. She added, “I work for something that was thought genuinely to love women and to empower them and to enhance them.”
Style: Polina Shabelnikova
Hair and makeup: Ivanna
Floral designer: Jessica Locke at House of Blooms
Producer: Danica Zivkovic
Production: Dinika Govender
Talent: Dima Sheikhly