Max Mara to open "Wrapped in Luxury" photo exhibit in Beverly Hills
Max Mara is bringing its curated traveling photography exhibit to its Beverly Hills store. The exhibit showcases pieces of outerwear worn by 23 celebrities as part of a push to generate excitement for the brand's coats.
Jennifer Garner, Gigi Hadid, Jennifer Lopez, Kate Middleton, Lupita Nyong’o and Reese Witherspoon are among the celebrities featured in the photographs that span two decades of luxury street style. Each image captures the Max Mara coat worn as a statement piece, as the label attempts to cast its outerwear as a wardrobe staple.
Underlining outerwear's importance for the brand, Maria Giulia Maramotti, North America Director of Retail, global brand ambassador and granddaughter of Max Mara founder Achille Maramotti, stated "We are the coat." To that end, "Wrapped in Luxury" aims to define Max Mara as the luxury coat label worn by stylish celebrities.
Maramotti added that the label is seeing consumers making purchases that are no longer driven exclusively by season. In addition to the strong-selling classic camel coat, Max Mara has seen consumers purchasing lightweight coats that meet the LA market's wardrobe preferences as well.
Luxury outerwear is one of Max Mara's strongest categories. The photography exhibit is designed to drive traffic to Max Mara's Beverly Hills location where the complete assortment of coats will be on display alongside the photos, and available for purchase for $2,000 to $7,500.
Maramotti said of the coats featured in the exhibit, "I want our clients to make an investment in a piece and have it last.”
Max Mara's "Wrapped in Luxury" has been traveling across the country. It is available for public viewing at Max Mara's Beverly Hills store from Nov. 16-22. The exhibit is located in store at 451 N. Rodeo Drive in Beverly Hills.
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