Why the Italian label’s enviable outerwear has become a bona fide obsession.
This past March, a woman in New York uploaded a video of herself to TikTok politely but desperately trying to find out who had accidentally taken her beloved black cashmere Max Mara coat from a rack in a Chinatown salon. The follow-up video, in which she shared security footage of the coat being removed, has racked up 1.6 million views. Many of the commenters were quick to offer messages of support, like “I bought a Max Mara coat for Xmas and it never leaves my sight.
“I wear them all the time,” says Priscilla Sims Brown, a banker who owns several, including a white cashmere duster she purchased 20 years ago. “I can go anywhere in them. They are best for traveling—comfort-able enough to wear on the plane—and they make every outfit look more polished and put together.”“The construction, quality, and delicious feel are unmatched,” says writer and vintage enthusiast Liana Satenstein. “These coats aren’t cheap, but that makes them a mile-stone purchase.
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