Max & Co. Gets Revamp

MILAN — Max & Co. is ready for the next decade.
The contemporary label controlled by the Max Mara Fashion Group has set a relaunch strategy introducing changes in its design team and developing a new concept for its stores.
“This is such an important project for us, we wanted to start thinking about what this brand will be over the next 10 years,” said Max & Co. brand director Elia Maramotti who, at 29, represents the third generation of the family running the business. He is the son of chairman Luigi Maramotti.
“We decided to take a moment and look at everything we have done, to our DNA and roots and understand what made us different from others,” he said, presenting the restyling of the brand in its Milanese showroom on Tuesday.
Maramotti’s goal was to go back to the roots of the brand and brush up the label’s inner functional nature that contributed to its appeal since its launch in 1986.
The executive stressed the importance of revisiting the designs and fit of the garments as well as upping the quality of fabrics to offer customers products that can be long-lasting. As a result, the brand will see its prices increasing slightly, although

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