At Max Mara, camel has long been the house’s most recognisable signature. From the archetypal camel coat—now regarded as its defining design—the fabric has become an understated emblem of precision and Italian craftsmanship.
Woven in wool, wool cashmere blend, alpaca or camel hair and finished through dozens of meticulous steps in the atelier, each coat is carefully designed to be a long-term companion for its wearer. The iconic coats are manufactured using a combination of experienced hands, state of the art machinery and skills that have been honed over generations.
That story crystallised in the 101801 coat, created in 1981 and still considered the purest expression of the Max Mara coat today, with its balanced proportions, double-breasted front and fluid kimono sleeves. Passed down and rediscovered, it has helped cement the camel coat as a true investment piece that women return to year after year for its reliability and charm. With quality at the heart of the brand, Max Mara always designs with the intention of making something right so that it lasts forever—striking the alchemic balance that makes the garment immortal.
For fall/winter 2025, that legacy becomes the starting point for a focused study in camel. The luxury brand builds an entire wardrobe around the fabric’s depth and versatility, exploring a spectrum that runs from sun-baked to oat and toasted shades in coats and more. The silhouettes feel rigorous yet generous: statement coats with sculpted shoulders and eased volumes, parkas and overshirts that wrap the body in warmth, knitwear that brings a softer, more intimate side to the story. Tailored trousers and flared skirts extend the line, with every element well considered so the camel fabric remains at the centre of the look.
Hyeri steps into this universe as its modern face—already a familiar friend of the house, she has appeared at Max Mara events in head-to-toe camel, showing how naturally these pieces slot into her day-to-day wardrobe. Here, framed by the label’s signature outerwear, she wears the pieces the way they were always intended: shrugged on over everyday looks and cinched at the waist to accentuate the silhouette.
The selection completes itself in the details: luxurious, weighty knits anchor layered looks, with structured bags like the Whitney bag, belts, gloves in the same palette, pulling everything into a considered head-to-toe look. Whether in a full-length coat or a compact jacket, camel becomes the constant, linking every look back to Max Mara’s core. In a time where wardrobes are shifting towards pieces that feel more considered, the house’s devotion to this fabric presents true luxury in the form of a gentle, lasting resonance of something made exceptionally well—and made to stay. In the fashion landscape, very few achieves iconic status, and Max Mara has done just that.
