This autumn, Max Mara is celebrating ten gloriously chic years since the Teddy Bear Coat won the hearts of well dressed women everywhere. The unsurpassed must-have, the Teddy Bear Coat, designed in 2013, was inspired by a Max Mara archival garment from the 80s. Its abundant volume is a tribute to the extravagance made it an instant hit, worn and sought after by stars and celebrities. The perfect, magical combination of glamour and playfulness its silhouette and exquisite fabric exude give it the extraordinary ability to work from the street to the red carpet with a simple change of accessories.

This season a special advertising campaign – featuring Mariacarla Boscono and shot by Tyler Mitchell – spreads the message and mantra of every self respecting icon: “I was, I am, I will be”.

The secret of the success of the iconic Teddy Bear Coat is its unique, enveloping shape and premium fabric. A perfect blend of extremely soft wool and alpaca or camel fibres on a silk base that strikes the perfect balance between glamour and functionality. Season after season, it reinvents itself as a gilet or a biker jacket.