All WRAPPED Up

What’s so MAGICAL about a MAX MARA COAT? Why the ITALIAN label’s enviable OUTERWEAR has become a bona fide OBSESSION.

TEXT BY BROOKE BOBB

THIS PAST MARCH, a woman in New York uploaded a video of herself to TikTok politely but desperately trying to find out who had accidentally taken her beloved black cashmere Max Mara coat from a rack in a Chinatown salon. The follow-up video, in which she shared security footage of the coat being removed, has racked up 1.6 million views. Many of the commenters were quick to offer messages of support, like “I bought a Max Mara coat for Xmas and it never leaves my sight. Sorry it got taken” and “Max Mara…like. Press charges” and “This gives me Carrie Bradshaw Manolos at that party.” The woman never got the coat back, but her story seemed to have a ripple effect across the social-media landscape, where Max Mara’s enviable range of…

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Harper's Bazaar (Digital) - 1 Issue, October 2024

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