Teddy Ten

The beloved fluffy coat by Max Mara celebrates 10 years.

The Max Mara Teddy Bear Coat celebrates an important anniversary. 2023 marks its 10th year as the fashion world’s most beloved coat. From the moment of its runway debut in 2013, the Teddy has enjoyed icon status, thanks to its irresistible cocoon shape, luxurious fabric and beguiling combination between glamour and playfulness. It is not just a fashion favorite, it is also a versatile garment in the wardrobe.

On the occasion of its 10th anniversary, Max Mara launched the Teddy Ten project that offers a selection of special-edition coats, such as the new Sparkling version embroidered with rhinestones and also the Mini Teddy (for girls aged 5 to 12) matched with a collection of accessories such as gloves, earmuffs and soft hats. These special garments will be sold online and available for purchase in 10 exclusive Max Mara stores around the world.

In honor of the anniversary, a series of high-impact installations have been set up in some of the world’s most important cities to celebrate the Teddy Bear Coat on its fashion adventure, which started in New York City and passes through London, Hong Kong, Chengdu and Taipei, China, Seoul and Tokyo, ending in Milan.

On September 12, Max Mara opened its first pop-up boutique in New York City’s Soho neighborhood, in which there is a space entirely covered in Teddy fabric, while in London the famous department store Harrods dedicated windows to the Teddy Ten Anniversary, and hosted a ground floor pop-up from October 4 to November 14, where special editions of the garment were sold. 

The Fluffy Residence is Teddy’s house: Its soft, enveloping lines welcome visitors, immersing them in a place entirely covered and decorated in Teddy fabric. Inside the Fluffy Residence, a magic mirror will reveal the Teddy “alter ego” of each guest, and they will be able to enjoy looking at the outside world through digital windows onto a magical Teddy town, the likes of which have never been seen before. maxmara.com