A journey through the history of fashion and the story of Max Mara through never-seen-before material from the fashion house's archives. Max Mara, founded in 1951 by Achille Maramotti and today directed by his children Luigi, Ignazio and Maria Ludovica, is one of the most important fashion houses in the world. COATS! Max Mara, 55 Years of Italian Fashion is a journey through the history of fashion. The coat, the product which best symbolises Max Mara and brought it international recognition, is the key to this interpretation. This sumptuous and enticing volume includes essays on the history of the company and on design by renowned fashion historians such as Enrica Morini and Colin McDowell, critical texts on photographic campaigns and numerous artistic interpretations of the camel hair coat 101801, the Max Mara icon, from photographers such as William Wegman and Miwa Yanagi. Numerous illustrations, seen here for the first time, including sketches by the stylists Karl Lagerfeld, Jean Charles de Castelbajac, Luciano Soprani, Guy Paulin, Anne-Marie Beretta and fashion photographs by Sarah Moon, Manfredi Bellati, Peter Lindbergh, Richard Avedon, Steven Meisel, Craig McDean and many others give a broad view of Italian fashion both over the last decades and with a look towards the future. This publication coincides with the first retrospective on Max Mara, which will see with more than 50 original models taken from the company archives as well as numerous images.Rasche, Adelheid is the author of 'Coats! Max Mara: 55 Years of Italian Fashion', published 2006 under ISBN 9788876248290 and ISBN 8876248293.