This autumn, everyone’s favourite fashion Teddy is celebrating a big birthday: ten gloriously chic years since the Max Mara Teddy Bear Coat won the hearts of well dressed women everywhere. The unsurpassed must-have, the Teddy Bear Coat, designed in 2013, was inspired by a Max Mara archival garment from the 80s. Its abundant volume is a tribute to the extravagance made it an instant hit, worn and sought after by stars and celebrities. The perfect, magical combination of glamour and playfulness its silhouette and exquisite fabric exude give it the extraordinary ability to work from the street to the red carpet with a simple change of accessories! Season after season, it reinvents itself as a gilet or a biker jacket.

This season a special advertising campaign - featuring Mariacarla Boscono and shot by Tyler Mitchell - spreads the message and mantra of every self respecting icon: “I was, I am, I will be”.