Max Mara Celebrates A Decade Of Their Iconic Teddy Bear Coat

If you're looking for the ultimate winter coat, your search is over.

Like most iconic wardrobe pieces, there’s a rich history woven through the fabric.

In developing the coat in 2013, creative director Ian Griffiths turned to Max Mara’s 1980s archives, where he studied a plush pea coat of a similar style, originally developed using a material crafted in German mills. The fabric had typically been used in high-end children’s toys – including teddy bears, thus its namesake. But over time, the German mills ceased production and the original ’80s pea coat had been all but forgotten until Griffiths unearthed it.

Max mara fall winter 2023
A model wearing the Teddy Bear coat at Max Mara’s autumn/winter 2023 show. (Credit: Supplied)

Crafted from alpaca, wool and silk, and spun to mimic shearling, the Teddy Bear’s unique soft feel and casual yet stylised shape – featuring dropped shoulders and deep pockets – quickly became a hit after debuting on Max Mara’s autumn/winter 2013 runway in Milan.

And it wasn’t long before it accrued A-list fans, with the likes of supermodel Rosie Huntington-Whiteley, actor Julia Roberts and singer and business mogul Rihanna all being photographed out and about in the faux-fur-style coat whenever the mercury dropped. In explaining its global cult following, the Italian fashion house says the plush piece is “the epitome of understated everyday luxury. Max Mara’s coats have achieved a status that transcends trends.”

Julia Roberts Max Mara
Julie Roberts rugged up in the white colourway of the Max Mara Teddy. (Credit: Getty Images)
Rosie Huntington-Whiteley wearing the iconic Max Mara Teddy Coat. (Credit: Getty Images)

And it’s clear that wearers also love the Teddy Bear’s soft, sumptuous feel and ability to help you effortlessly rug-up each winter. Since its debut in caramel, the coat has also been released in beige, white, navy and burgundy. Which one will you cuddle up in to beat the chill? 

Shop the Max Mara Teddy Coat at

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