Achille Maramotti (1927-2005) started out as a designer in 1947 and founded Max Mara in 1951. He departed the artisan approach to fashion and industrialized the manufacturing process, while still maintaining quality materials. "Fashion is never in crisis," he said. "Because clothes are always necessary." Key piece is still the 101801, a double-breasted coat with kimono sleeves that pops up in every collection, unaltered, preferably in camel. The label offers over 20 collections and is still family-owned and run by his sons Luigi and Ignazio, and his daughter Ludovica Maramotti. Ian Griffiths is creative director.