Founded in Reggio Emilia in 1951 by Achille Maramotti, the Group celebrated its sixtieth anniversary in 2011. Maramotti followed the family passion: his great-grandmother Marina Rinaldi was the owner of an elegant dressmaking shop in the mid-nineteenth century, while his mother, Giulia Fontanesi Maramotti, ran a famous sewing school. The company specializes in the production of outerwear inspired by French haute couture, but manufactured using cutting-edge sartorial industrial technology, importing to Italy the new series manufacturing that developed in the United States. In 1981 one of the Group's symbols was born: the camel-colored coat referred to as 101801. Today, with the second generation, Luigi, Ignazio and Maria Ludovica Maramotti, the company continues to combine high-level industrial sartorial production and the fine quality of the materials. The Group has 19 collections distributed throughout more than 100 countries. Over the years some of the greatest names in fashion have collaborated with Max Mara.