Chic Ahoy!!
#MaxTheTeddy – the adorable Max Mara mascot who has taken the fashion world by storm will return this festive season as he sets of on a series of exciting adventures with a whole new crew and a treasure chest of fashion must-haves to tempt all who sail with him. Special-edition small accessories and gift ideas will be discovered on the chicest imaginable virtual and real-time treasure trail.
Like countless artists, poets and musicians before him, #MaxTheTeddy has succumbed to the lure of the sea: the inspiration explored in the Max Mara Autumn/Winter 2020-21 catwalk collection. Our aspiring captain dons a look created specially for the journey: an admiral’s hat, bandanna and marinière-striped Tshirt will take him from the warm southern waters to the icy Arctic seas. Look lively landlubbers! Join Max in his exploration of the exclusive Max Mara range, designed to celebrate for this festive season. We promise – only the timbers will be shivering!
This winter’s treasure includes the brand-new “camera case” bags and zip clutches in huggable teddy fabric and three signature colours (white, geranium red and camel); warm head wraps; toasty aviator hats with soft ear flaps and the softest mitten gloves. And, while we are on the subject of fashion treasure, let’s not leave out irresistible booty such as the charm-embellished flasks, the gorgeous #MaxMaraGram monogram and teddy themed costume jewellery. And frankly, the key rings with mermaids sporting the unmistakable 101801 camel coat or iconic Whitney Bag, easily take first prize for festive fabulousness.
The all-new, camel & blue striped teddy gilet – a cult garment from the upcoming Resort collection – premiers as a suitably sailor themed special-edition. Cool-hunting seafarers will be able track these down exclusively online at maxmara.com.
The festive windows of the most glamorous shopping destinations, from international department stores to Max Mara flagships and seasonal pop up shops, will depict a fantasy land of buccaneers and buried fashion gold.
And in the digital world the expedition comes fully to life as visitors to maxmara.com are able to follow Captain #MaxTheTeddy and his stylish crew in an interactive 3D experience. Join them aboard their vessel as it sets sail from an exotic port along a tropical archipelago and heads across the ocean to the land of ice and igloos, northern lights and polar teddy bears (of course).
A dedicated Instagram filter, interactions, animations and themed wallpapers will be activated like bringing the chapters of this story to life – a unique logbook – from mid-October to the end of December. The surprise grand finale – designed with the New Year’s dancing celebrations in mind and inspired by the favourite social networks of the ZGeneration – will be unveiled at the end of the year.
#treasureislandMaxMara
