Max Mara Embarks On A Treasure-Filled Nautical Adventure For The Holiday Season

Yes, it will be a while more before we can safely satisfy our wanderlust, but in the meantime, there’s always the option of embarking on a vicarious adventure to scratch that travel itch. And as the holiday season approaches, Max Mara is offering up just that sort of escapist thrill with a festive digital initiative, dubbed Treasure Island.

Imagining its adorable mascot, Max the Teddy, and his merry band of sailors on a treasure-hunting voyage over the seven seas in quest of hidden high-fashion riches, the Italian house invites one and all to join the crew on this virtual oceanic expedition via an immersive, interactive experience on its website, enriched by a dedicated Instagram filter as well as 3D animations and themed wallpapers across its social media platforms.  

Tapping into the same vein as Max Mara’s maritime-inspired Fall/Winter 2020 collection, the treasure trove of yuletide delights awaiting discovery comprises exclusive apparel infused with a nautical theme — marinière-striped knits, graphic t-shirts emblazoned with compass rose motifs, cashmere capes and more — along with special-edition extras that pay homage to the label’s much-coveted icon, the quintessential Teddy Bear coat.

Debuted on the runway in 2013, but based on an archival ’80s model, this impossibly plush, timelessly chic design is a firm favourite of countless fashion aficionados, including Rosie Huntington-Whiteley, Hailey Bieber, Katie Holmes, Blake Lively and Julia Roberts. Now, Max Mara introduces a slew of endearing accessories to the Teddy Bear family, such as “camera case” bags, shopper totes, belt bags, zip clutches, busby and aviator hats, mitten gloves, fringed stoles, clip-on bag charms and even fuzzy thermal bottles, all crafted from that signature, soft blend of silk, wool and alpaca (no teddies harmed in the making) in three colours: white, geranium red, and of course, camel.

Head to maxmara.com to find out more