Max Mara
The Reggio Emilia luxury ready-to-wear house founded by Achille Maramotti in 1951. 'Pianoforte di MaxMara' with Woolmark certification and 'Made in Italy' in elegant script marks the 1980s; grey-on-grey or beige-ground tags with clean serif wordmark track the 1990s.
- Origin
- Italy
- Founded
- 1951
- Category
- High Fashion
- Documented eras
- 4
How Max Mara labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1980–1989
1980s vintage Max Mara tags
Tags typically feature “Pianoforte di MaxMara” with “Made in Italy” written in elegant script Woolmark certification tags can sometimes be found for woolen garments.
- Tags typically feature “Pianoforte di MaxMara” with “Made in Italy” written in elegant script.
- Woolmark certification tags can sometimes be found for woolen garments.
- Max Mara logo appears on white fabric with simple black text.
How to spot it
Tags typically feature “Pianoforte di MaxMara” with “Made in Italy” written in elegant script — confirms this label era.
Value signal
Good vintage demand; 1980s label detail is a key value driver.
1990–1999
1990s vintage Max Mara tags
Tags often include “Max Mara” on gray or beige fabric with “Made in Italy” in matching or slightly darker tones The “Max Mara” logo appears in serif font, often paired with a secondary tag for material composition.
- Tags often include “Max Mara” on gray or beige fabric with “Made in Italy” in matching or slightly darker tones.
- The “Max Mara” logo appears in serif font, often paired with a secondary tag for material composition.
- Sub-brands like “Sportmax” or “MAX&Co.” are introduced, featuring tags with different colors like red or white.
How to spot it
Tags often include “Max Mara” on gray or beige fabric with “Made in Italy” in matching or slightly darker tones — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
2000s vintage Max Mara tags
Tags are more standardized with “Max Mara” on a white background and “Made in Italy” below Letter sizing (S, M, L) and international sizes are indicated.
- Tags are more standardized with “Max Mara” on a white background and “Made in Italy” below.
- Letter sizing (S, M, L) and international sizes are indicated.
- Occasionally, “MAX&Co.” branding is used with tags in vibrant colors like red.
How to spot it
Tags are more standardized with “Max Mara” on a white background and “Made in Italy” below — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.
2010–2019
2010s vintage Max Mara tags
Tags remain consistent with “Max Mara” in gray serif font on white fabric International size charts and care instructions are often included on a separate tag attached to the main one.
- Tags remain consistent with “Max Mara” in gray serif font on white fabric.
- International size charts and care instructions are often included on a separate tag attached to the main one.
- The brand has a wider range of tags reflecting sub-brands, such as “MAX&Co.” classics in a minimalist design.
How to spot it
Tags remain consistent with “Max Mara” in gray serif font on white fabric — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.