Max Mara Relaunches Its Iconic Camel Coat With Project 10181

For over three decades, Max Mara's 101801 coat has been a closet staple for the fashion set and this fall it's coming back, complete with travelling exhibition and in-store events

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The new 101801 coat in oatmeal, one of the two new colour ways

In 1981, French couturier Anne-Marie Beretta designed Max Mara’s first 10181 wool and cashmere camel coat, and the versatility and slouchy silhouette made it a fast favourite of celebrities and models alike. Fast-forward 35 years and the Italian brand is re-releasing the timeless coat, and for the first time, it will be available in three colours: the classic camel, as well as oatmeal and black. There will also be 20 exclusive, limited-edition 10181s made in black and embellished with 10,000 beads, a punk-meets-pretty design inspired by writer and poet Dorothy Parker.

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Italian actor and costume designer Alba Clemente in a shot from Roxanne Lowit’s Project “101801,” a series of photographs featuring the iconic coat

To celebrate the 10181’s relaunch, Max Mara is hosting a travelling exhibition of photographs taken by New York-based photog Roxanne Lowit of various celebs sporting the iconic coat. The exhibition’s Toronto stop is happening on Thursday, September 29 at the Max Mara on Bloor St. West. Aside from the photography display, partygoers will receive 20 percent off their purchase as well as complimentary monogramming. There are still a limited number of spots on the guest list, so RSVP to now!

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