If You’re Looking for a Forever Coat, This One Is Always a Wise Investment

There's no doubt that the world of fashion is prone to more than just a bit of hyperbole. You're "obsessed" or "in love" with a particular item. Everything is "fabulous," "chic" or "iconic." In truth, while you might love that fuchsia bejewelled handbag right then and there, its lasting wardrobe potential is probably quite minimal. But there are a few pieces that make the cut and deserve all the above over-the-top descriptions lobbied at them. One such item (or rather items) are the coats Max Mara designs for women.


(Image credit: @juliesfi)

The Italian fashion house has created a long list of coats that really can only be described as iconic. Not only does their classic camel colour (the most popular shade) elevate any basic outfit, but the shapes are also designed to flatter women's bodies. Although all of Max Mara's coats can be relied upon to feel completely timeless, there are three designs, in particular, that are repeated every season by the brand. First up, there's the Madame 101801 Icon coat, a piece that the brand calls "the best-known Max Mara piece in the world". Designed in 1981, it lands at the calf with a double-breasted shape, visible tortoiseshell-coloured buttons, wide lapels and an optional waist belt. It's crafted to have a slightly looser fit in order to fit over blazers (designed to be nipped in at the waist with the belt) and is made from the softest wool and cashmere. The sort of coat that you could wear to work and fancy dinners just as easily as throwing it over your favourite tracksuit to dash out to the corner shop to grab a pint of milk.


(Image credit: @aida.bdji)

Then there's the Teddy coat, which, although isn't as historical as the others (it was launched in 2013), has still gained cult status. It's the cosy and sumptuous nature of this coat that has given it such a great reputation. Finally, there's the Manuela, which is the most lightweight of the three with a slightly shorter length that usually hits around the knee. This one also has the classic lapels, recognisable stitching and tie-waist belt, but a wrap style and lack of buttons creates an elegant and streamlined look, and this one's made from 100% camel hair felt lined in silk. Talk about luxurious. It was created in 1998, and 25 years later, it's still one of the most popular coats among fashion editors.

That's not all, though, there are plenty of other incredible coats from the designer that we'd consider to be timeless, and plenty more classic colours other than camel to choose from, too. Below, you can see and shop the icons, as well as more of the most beautiful Max Mara coats you'll never regret investing in... 

Shop Iconic Max Mara Coats:


Next Up: We Try Before You Buy: The Best Winter Coats of the Season

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.