Between family tradition and a spirit of fashion rebellion, Maria Giulia Maramotti, one of the heirs to the Max Mara empire, has given MAX&Co. a bold, self-assured update. In this exclusive interview, she talks about rebranding the label, why it is the group’s enfant terrible, and why fashion today must be fun, but also a little rebellious.

Signora Maramotti, can you please tell us what MAX&Co. means to you?

For me, MAX&Co. has never been just a job – it’s a part of my life. My parents founded the brand in 1986. My mother led it from the very beginning, and I watched it grow through her eyes. Later, I had the chance to work on it alongside my cousin Elia, while my mother was chairwoman. Working for MAX&Co. means carrying forward her legacy.

What role has your mother played in your professional development?

I’ve learned a lot from her, especially when it comes to product quality and leadership. Even if we don’t always agree on business decisions, she is a huge role model for me. 

The same goes for Laura Lusuardi, our legendary fashion coordinator.

Why did you decide to rebrand MAX&Co.?

We wanted to rethink its positioning within the Max Mara Group. If Max Mara is the mother,
we wanted to be the ‘enfant terrible’ – that was the concept. To do this, we went back into the archives, not out of nostalgia, but to reinterpret the essence of that era for today.

What were the biggest challenges of this image shift?

Change is always frightening at first. It’s easy to say you want to be the ‘enfant terrible’, but actually living it is something else entirely. The hardest part was breaking away from old habits. The only way forward is to trust the process, be willing to admit mistakes, and move ahead with clarity and patience.

How would you describe MAX&Co.’s new identity?

She’s the daughter who emancipates herself from her mother’s style. She finds it a bit boring, yet still draws on its DNA. She wears a classic blazer with baggy jeans, pairs a silk blouse with ripped shorts... She’s a little funky, a little rock ’n’ roll. She comes to the family dinner, but she’s been out partying the night before.

Who would you say is the new MAX&Co. customer?

Our target group is definitely younger than Max Mara’s. But I think it’s more about the style you want to express. The average customer is between 25 and 40, but I love the idea of a 70-year-old woman falling in love with a MAX&Co. piece. It’s an attitude, not something limited to a certain age.

How did you find your role as a leader in this process?

I learned that you don’t always have to have all the answers yourself. My team plays a vital role in my problem-solving strategies. My grandfather used to say, “If you’re the smartest person in the room, you’re in the wrong room.” You should surround yourself with people who might be better than you. That inspires you and pushes you forward.

There have already been capsule collections with Highsnobiety, Richard Quinn, and Anna Dello Russo, to name just a few. Can you take us through this increased focus on collaborations?

For me, it’s about contamination, creative cross-pollination. We love working with people who share similar values. Collaborations with talents like Margherita Missoni or Pietro Terzini don’t just bring fresh energy and optimism, they also create community and make our work come alive.

Most recently, you worked with Pietro Terzini. Why is that such a good fit?

He’s also an ‘enfant terrible’. Pietro isn’t provocative just for the sake of provocation – he’s authentic, bold, and relevant in design. He wants to express himself without compromise, and that’s what makes it a perfect match.

How do you see the future of MAX&Co.?

Our goal is to be trendy and relevant, but also accessible, high-quality, yet affordable. Beautiful things shouldn’t be unattainable. More than anything, I want to convey that creativity, lightness, fashion – especially today – should be fun. That’s my mission with Max&Co.