Toasting Teddy

Max Mara celebrates a decade of its iconic outerwear, the Teddy Bear Coat.

a person in a brown coat

Written by Lindsey Kesel
Images courtesy of Max Mara

The Teddy Bear Coat— the cozy, cocooning Icon that stole hearts at its runway debut in 2013 and has been warming well-dressed women ever since—is already a decade young. To honor the unrelenting reign of the transcendent “It Coat,” Max Mara is celebrating with a proper anniversary soirée, complete with Teddy pop-up boutiques and stunning new additions for Fall/Winter 2023. 

Inspired by a Max Mara archival garment from the 80s, the coveted Teddy Bear Coat has adorned the shoulders of A-list celebrities, fashion-forward influencers, and trendsetters around the globe. Teddy’s trademark relaxed fit and plush façade catapulted the slouchy marvel to luminary status. As charming as it is comfortable, the Teddy Bear Coat never seems to go out of style. 

a person in a black dress and a brown coat
a person in a brown coat

a green coat on a swinger
Teddy Bear Icon Coat in Sage Green

With a penchant for challenging conventional production techniques, longtime Max Mara creative director Ian Griffiths set out to reimagine an earlier House design that sourced high-pile fabric from high-end German toy makers. Though the original fabric channels had since ceased operations, Griffiths enlisted the services of a master Italian fabric maker to weave a special faux fur using pure camel hair on a base of silk—and the Teddy Bear Coat was born. Though time has a way of casting shadows, Teddy has transcended the trappings of trendiness, securing a firm foothold in the spotlight and morphing into a quintessential wardrobe staple for individuals from all walks of life.

In modern iterations, ultra-soft virgin wool and alpaca or camel fibers blend together to create the Teddy Bear Coat’s enduring signature style— marked by a voluminous silhouette, drop set-in sleeve, horizontal welt pockets, and double-breasted closure. Embodying functional glamour for its ability to layer perfectly over absolutely anything, the Teddy Bear Coat has spawned a multitude of cozy spinoff garments such as the short Teddy jacket and cape, along with an assortment of plush accessories. 

a person in a large brown coat
a person in a brown coat

Max Mara kicks off the anniversary festivities by hosting Teddy Ten pop-up boutiques in select destinations, including London, Milan, Chengdu, and Aspen. A special SoHo Teddy boutique will be open in Manhattan through Spring 2024.  Guests are invited to experience the Teddy-themed dream world for exclusive shopping opportunities and access to limited-edition styles. 

a pink coat with gold buttons
Oversized Teddy Coat in Antique Rose

At Max Mara boutiques and online, Teddy Bear Coats are available in the classic tones of Camel, White, Black, Grey, and Sand. As part of Max Mara’s seasonal Teddy collection, new Teddy colorways of Lilac, Raspberry, Pink, and Sage Green brighten the array. Also debuting this season is The Sparkle Teddy—a spellbinding design boasting over 300 hand-sewn crystals embedded in the coat’s faux fur. Another exceptional launch marks the anniversary occasion as Max Mara introduces its very first children’s collection, featuring special-edition mini-Teddy Coats, earmuffs, mittens, and beanies for fashionistas age 5 to 12 years old.

a brown jacket with a collar
Short jacket in Teddy fabric in camel
a white furry coat on a white background
Teddy fabric cape in sand

Year after year, the Teddy Bear Coat remains a paragon of reinvention and versatility, faithfully unveiling new silhouettes, opulent fabrics, and colorways that continue to inspire childlike wonder.

Explore the latest Teddy Bear Coat offerings for FW23 at select flagship Max Mara stores and through