Remember way back when soft toys were at the top of your wish list for Santa? Well, there’s now a way for you to indulge your love for all things cute and cuddly without looking like you’ve regressed several decades, thanks to Max Mara. The Italian house has launched a special collection for the holidays, #MaxMaraBearingGifts, centred on its adorable teddy bear mascot.
Max the Teddy made his first public appearance during the Spring/Summer 2019 fashion show and has since gone on a world tour, from Europe to Asia and back. For the festive season, Max goes full-on fuzzy in the form of scarves, hats, gloves, earmuffs, belt bags, and even a pair of woolly shoes.
Of course, it wouldn’t be a teddy bear collection without a teddy bear coat, and there’s no one better than Max Mara to deliver the goods. Based on an archival design from the ‘80s, creative director Ian Griffiths resurrected the plush coat a few years ago, which started a new craze embraced by practically everyone from Kim Kardashian to Rosie Huntington-Whitely and Carine Roitfeld. Made of a blend of silk, wool, and alpaca with a viscose lining, the coat comes in a range of colours from classic black, white, and camel to bright red, yellow, and turquoise.
The #MaxMaraBearingGifts collection includes cute little bear charms, each wrapped in a miniature teddy coat, as well as other collectibles like bedazzled statuettes in the shape of a teddy bear or the letter M.
Max Mara has also launched an interactive behind-the-scenes tour of the Teddy Bear Factory, where you can follow Max and his friends as they dance and play on slides and see-saws. Check it out here.