Weekend Max Mara
Max Mara Fashion Group · Italy
Weekend Max Mara is the casual elegance line of the Max Mara Fashion Group, launched in 1983 as a weekend collection. It offers relaxed but polished womenswear and accessories through around 250 monobrand stores and department stores worldwide.
| Launched | 1983 |
|---|---|
| Owner | Max Mara Fashion Group (Maramotti family) |
| Group chairman | Luigi Maramotti |
| Headquarters | Reggio Emilia, Italy |
| Stores | About 250 monobrand stores (group data) |
| Website | weekendmaxmara.com |
What is Weekend Max Mara?
Weekend Max Mara is an Italian womenswear brand belonging to the Max Mara Fashion Group. The group describes it as an Italian lifestyle brand that blends formal and informal pieces into multi-occasion casual elegance for open-minded, free-spirited women.
History
The line was launched in 1983 as a casual outdoor collection for the weekend, extending the Max Mara aesthetic into leisure wear. It belongs to the group founded in Reggio Emilia in 1951 by Achille Maramotti, which remains privately owned by the Maramotti family and is chaired by Luigi Maramotti.
Over time Weekend Max Mara has evolved from pure leisurewear into a full lifestyle wardrobe. It regularly releases Signature capsule collections designed or inspired by well-known creatives, alongside its Weekend Essentials line.
Products and positioning
The brand sits in the premium segment, below the Max Mara mainline in price but with a similar focus on outerwear and quality materials:
- Coats, trench coats, jackets and padded outerwear
- Dresses, knitwear, shirts, trousers and denim
- Bags, including the Pasticcino bag
- Shoes, scarves, jewellery and other accessories
Business model and distribution
According to the Max Mara Fashion Group, Weekend Max Mara has around 250 monobrand stores and is also sold in department stores. Its own e-commerce sites serve key markets, and the store network combines directly operated and partner-run shops, in line with the group's model.
Why it matters
Weekend Max Mara shows how a luxury outerwear specialist can extend its brand into a more casual and accessible wardrobe without diluting the mainline. For the group it is an important bridge between the Max Mara mainline and contemporary labels such as Max&Co. Its large monobrand network also gives the group direct contact with customers in many markets, complementing its department store partners.
Frequently asked questions
Is Weekend Max Mara the same as Max Mara?
Weekend Max Mara is a separate line within the Max Mara Fashion Group. It focuses on casual, multi-occasion elegance and is priced below the Max Mara mainline.
When was Weekend Max Mara launched?
Weekend Max Mara was launched in 1983 as a casual collection for the weekend. It has since grown into a full lifestyle brand with around 250 monobrand stores.