Summary: Publisher Summary 1 The updated story of the Italian company, one of the most important fashion houses in the world, with material from the company's precious archive.聽聽Thanks to a realistic approach and an all-round sense of fashion, Max Mara has been able to sustain its principles and priorities over time, values that are recognised the world over: superior quality, fashion content, superb tailoring even in mass production, design and research and last but not least, leadership in distribution and communication.聽 This is a real voyage into the history of fashion; and the coat, the maison's symbol, which made it famous all over the world, is the key to understanding it all. 聽The publication of this book coincides with a retrospective featuring over eighty historical coats and numerous images that will be shown in Moscow at the prestigious State Historical Museum in November 2011.