MAX MARA Kids Teddy Bear Jacket

The Max Mara teddy bear coat is fluffy and enveloping, like a hug you’ll never want to end. In the wide world, no one grows up to need something to cling to, and that’s perfect protection. And, this fall, everyone’s favorite fashion teddy is celebrating a big birthday. 2023 marks the tenth glorious fashion year since the Max Mara teddy bear coat became the favorite bear model of discerning women around the world.

Since its debut on the runway in 2013, this plush, camel, faux fur, cocoon-cut cover-up has enjoyed iconic status. For red carpet stars and smart women around the world, it’s still the perfect expression of playful glamour. To celebrate, Teddy is on a great global fashion adventure. Soon there will be some memorable interactive installations in the city near you.

Their adorable little bear can’t wait for his global fashion adventure and has a fun-filled, game-filled agenda for all visitors, and of course, photo opportunities.

At the same time, MaxMara.com, as well as major stores in 10 cities around the world, will showcase products designed for this special occasion. A new shiny teddy bear coat in camel or white will join the furry fashion family. And, for the first time ever, we’re introducing a mini teddy coat designed for girls ages 5 to 12 with matching must-have accessories, from cute gloves and earmuffs to a furry hat with teddy bear ears. After all, why should moms have all the fun?

This grand 10th anniversary celebration of the teddy bear coat will be supported by a dedicated advertising campaign filmed by Tyler Mitchell and featuring Mariacarla Boscono, who wears the iconic coat that spreads the mantra of every self-esteem icon:”I was, I am”, I will”.