Max Mara is celebrating its signature coats in Seoul with an expansive exhibition that spans seven decades.

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Camel is a color that is synonymous with the brand. What&rsquo;s your favourite thing about it, and what are the other hues you love?

The colour has indeed become characteristic of Max Mara &ndash; the idea of bringing the man&rsquo;s wardrobe to women&rsquo;s clothing. Historically, camel was for men, and we were the first to bring it to the woman&rsquo;s wardrobe. And now, it&rsquo;s our iconic symbol. Personally, I also love blue, grey and red. Because these are the colours that women can wear with almost anything at all.

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Many famous women &ndash; Carla Bruni, Linda Evangelista, Kate Middleton and Cate Blanchett &ndash; have been the brand&rsquo;s poster girls. Who would you love to see wearing the Max Mara coat?

For me, it&rsquo;s not so much of which celebrity wears the coat. I like to see that they can use it always. It&rsquo;s also about other women. During my travels, I like to take pictures of women who are wearing Max Mara coats. Here in Seoul, there have been many &ndash; and they all look so elegant!

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Inside Max Mara's New Exhibition in Seoul

L'OFFICIEL USA December 2024 - Julianne Moore Cover

L'OFFICIEL USA November 2024 - Salma Hayek Pinault Cover

L'OFFICIEL HOMMES USA October 2024 - Rupert Friend Cover

L'OFFICIEL HOMMES USA October 2024 - Joseph Quinn Cover

L'OFFICIEL USA September 2024 - Fall Fashion Cover Featuring Supermodel Sasha Pivovarova

L'OFFICIEL USA June 2024 - Nicole Kidman Cover

L'OFFICIEL USA June 2024 - Megan Thee Stallion Cover

L'OFFICIEL USA May 2024 - Jackson Wang Cover

L'OFFICIEL USA May 2024 - Natalie Portman Cover

Inside Max Mara's New Exhibition in Seoul

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