Editor
Max Mara’s creative director Ian Griffiths still marvels at the success of the Teddy Coat, which marked its 10th anniversary in 2023. “Who would have guessed that the old coat I found by chance in a cabinet would have turned out to be such a hit around the world?”
And a hit it is, not only in terms of its business performance, as Max Mara has sold 90,000 of the coats, but also in light of the international visibility it has…
