“Women want substance from fashion today,” Maria Giulia Prezioso Maramotti tells me over the phone, dialling in from Milan where she’s recently relocated to after spending eight years living in New York. It’s a conversation with a tall order; to zip through five decades of SportMax as the brand — founded by her grandfather Achille Maramotti nearly 20 years after his first endeavour, Max Mara — celebrates its 50th anniversary this year.
The latter is perhaps imprinted more vividly in the consciousness of young consumers at the moment, despite Max Mara’s impeccably tailored classics — think ageless coats and a lush neutral-toned palette — that on principle and price point, should beckon late 30-to-50-somethings. It’s a lot to do with style personalities the likes of Caroline Daur and Yoyo Cao who, on the street style and Instagram fronts, have elevated brand staples such as the Teddy Bear coat from wise investments into sought-after grails.
The decision to engage key opinion leaders for Max Mara is a prime example of what Maramotti does as Max Mara vice president of US retail. That is, to strategise how their brands, SportMax included, should converse with its consumers. “For me, the concept of retail has always been something that I wanted to be in touch with. If you are in touch with your consumer directly without filters, then you have a perfect understanding what they think about you as a brand,” she says. “To me, that is the key to the success of the brand today,” Maramotti continues, in part explaining why she’s taken up a role that’s not design related, despite her early exposure to the company’s creative inner-workings from spending time around its designers at their factory in Reggio Emilia, while growing up.
Esta historia es de la edición March 2020 de ELLE Singapore.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición March 2020 de ELLE Singapore.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
What Dreams May Come
Life as an actress can be an emotional roller coaster. Crazy Rich Asians star CONSTANCE LAU shares the highs, the lows, and everything else in between.
Just A Hint
Conspicuously More Understated Than Their Gem-set Cousins, These Subtle Rainbow-coloured Watches Are No Less Defiant In Their Insistence On Optimism And Style.
A cultural Conversation
With its Made of Makers programme, JAEGER-LECOULTRE has built a community of like-minded creatives who place innovation, craftsmanship and precision at the heart of all they do.
The Inner Lives Of Clothes
Compelling Fashion Doesn't Have To Be Ostentatious Or Overtly Conceptual, But It Does Need A Clear Identity And Character Of Its Own.
Journey to the WEST
Time to slip into some chaps and saddle up. Fashion's biggest brands are taking a turn at the rodeo.
The Mai Effect
Fresh off her cover shoot for ELLE Singapore-draped in head-turning Bvlgari jewels-Davika Hoorne radiates the charm and allure of a woman who's both wildly ambitious and perfectly content in her own skin. Here, the 32-year-old Thai-Belgian star reflects on two decades in the spotlight, and why she's not done dreaming just yet.
in Conversation
Cartier creative director MARIE-LAURE CÉRÈDE delves into the Maison’s haute joaillerie timepieces, while highlighting the importance of creativity and a happy team in her chat with CHARMAINE HO.
SPIRIT OF Samba
ENJOY A RIOTOUS NIGHT OUT WITH YOUR WELL-HEELED FRIENDS AT SUSHISAMBA SINGAPORE. COME FOR THE DRINKS AND STAY FOR THE REVELRYBUT DON'T FORGET TO DRESS THE PART.
OF WOMEN & SINGAPORE
From fashion trends that capture the cultural zeitgeist, to introspective opinion pieces about a life best lived, fashion historian NADYA WANG charts 31 years of ELLE Singapore history through its pages.
SPA AWARDS 2024
50 WINNING BEAUTY TREATMENTS TO GET YOU LOOKING FABULOUS FROM TOP TO TOE.