Max Mara has held exhibition with a total of 70 coats designed from the 1950s until present as well as the history of the Italian fashion at Hall 6 and 8. Achille Maramotti established the fashion house in 1951 and designed the first series composed of a camel-brown coat and a pink suit. The group has built itself a fashion kingdom with its originality and ideal in the past 50 years.  

After two successful exhibitions held at Berlin's Kulturforum and Tokyo's Mori Arts Center, Max Mara intends to share the exhibition entitled “Coats! Max Mara, 55 years of Italian fashion” with the stylist people in Beijing, an ancient Oriental capital.  

From the year of 1500 to the post-war period, the coat underwent the evolution of making process from engravings, prints to garments. The coats on display feature a variety of modern techniques including engraved dyeing and lithographic dyeing. Designed by Migliore + Servetto Associated Architects, the exhibition is scheduled from Oct. 19 to Nov. 12.