Fashion News


The Italian fashion house responsible for some of fashion’s most sumptuous coats has recently relocated to a 4,900 square foot retail space at 451 North Rodeo Drive in Beverley Hills. The new digs are a mere two blocks from their previous 3,000-square-foot boutique, joining Max Mara’s three existing stores – Max Mara in Century City, a Marina Rinaldi store — the group’s plus-size line — in Beverly Hills, and a Max&Co. store on Melrose Avenue, with a Sportmax Melrose Place store slated to open in March.

The old boutique was divided into two separate stores – one for Max Mara and one for Marina Rinaldi. WWD is reporting that the new store carries the Max Mara and Sportmax lines and accessories, as well as jewelry, handbags and footwear. Signature Max Mara coats retail in the $2,000 range, with most dresses priced between $700 and$1,600 and shoes going for between $400 and $600. It took nearly a year for construction on the new, two-story space to be completed and details reportedly include ceilings as high as 50 feet in some places, polished travertine floors, a nearly 8-foot Panasonic flat screen TV on which to showcase Max Mara runway shoes, parking, a VIP area, and spacious dressing room.

Senior director of marketing for Max Mara USA, Alisha Farmer, told WWD that the brand was conscious of the state of the economy, saying “I think everyone’s aware and holding their breath. But we’re a strong, well-placed brand with a long history, so we’re in it for the long haul.” She adds that, “the old space was nice, but too small and it was time for an upgrade. This store is more modern and is a really great way to showcase the lines.”

Images courtesy of the Fashion Spot forums.