Is Max Mara’s Teddy Coat Still Worth The Hype?

Snuggly, fuzzy and downright warm. Love for the Max Mara Teddy Bear Icon Coat seems as long practised a tradition as affection for our childhood teddy bears themselves. It’s pretty hard for any one certain design to be dubbed an “It” coat, but the Max Mara Teddy has managed to do just that. First popping up on the Italian label’s runway back in 2013, this is a style that’s been in our hearts and wardrobes each winter for over 10 years and it’s easy to see why. 

I’m going to delve into the story of this cold-weather icon that’s one of my all-time favourite outerwear styles. From its original design influences and rise to cult popularity, to styling inspo and the best high-street alternatives that you can score on a budget. Plus, I’m going to unpack whether this now heritage style is still relevant and justified as a lust-worthy design today.

To understand the cult appeal of Max Mara’s Teddy Bear Icon Coat, we first need to understand the importance that the humble coat garment has played in Max Mara’s history as a brand. A camel coat was just one of the two items that the house was started with back in the ‘50s, and coats have remained an integral part of Max Mara’s brand identity. There are few coats so closely associated with the brand as the Teddy Bear Icon style. Inspired by a famous Max Mara archival design from the ‘80s, the Teddy Bear Icon Coat is distinctively oversized and double breasted, with dropped shoulders for a slouchy, enveloping silhouette, complete with a collar and prominent lapels. 

But undoubtedly the design feature that makes this style stand out the most is the unique faux-fur effect that’s created using a luxurious silk base and camel hair uniquely treated to produce a plush, fuzzy and non-pilling texture. Today, it’s the perfect example of Max Mara’s commitment to technical Italian craftsmanship and innovative ready-to-wear techniques that put the brand on the map almost three quarters of a century ago. And the result is a truly unique faux-fur design that’s the envy of all each wintertime.

Like with any great classic, the Max Mara Teddy’s popularity and influence has spawned a slew of successful new interpretations of the original design. The fan-favourite piece has become a regular on Max Mara’s runways each season in many different forms, from belted variations to a dazzling take on the original made to sparkle with over 300 hand-sewn crystals. Other popular versions include short and biker jacket options (these both have a more casual look and are SUPER easy to style). 

The Max Mara Teddy Bear Icon Coat has been acting as the ultimate source of inspiration for a whole host of cosy teddy-inspired outerwear styles throughout the past decade. Affordable options on the high street this season include cropped iterations, belted silhouettes and designs with toggle fasteners for a classic wintry look. My top picks are from H&M and Mango.

Most definitely! Over the past decade, it’s become a true cold-weather classic. The ingenious way in which the faux-fur effect is created is a reminder of the importance Max Mara places on exceptional craftsmanship and techniques. The enduring popularity of the slouchy oversized silhouette is an ode to the Italian label’s ability to master utilitarian design that’s as sophisticated as it is practical. I simply can’t imagine my winter wardrobe without one.