Teddy Ten Anniversary

The Max Mara Teddy Bear coat celebrated an important birthday. The year 2023 marked a decade since the Teddy became the most loved it-coat by women around the world. Since its debut on the catwalks in 2013, it has seduced the world of fashion with its irresistible cocoon shape and perfect alchemic combination of glamour and playfulness.
To celebrate, Teddy has undertaken a Fashion Adventure around the world to bring everyone into a dimension beyond fashion. From the Teddy takeover of an ice rink in Tokyo, to different pop-ups around the globe. Finally in Chengdu, Milan and London, Teddy has opened the doors of its magic house: the Fluffy Residence.

The Fluffy Residence

The Fluffy Residence is a whimsical haven.
Let's leave behind the hectic realities of your daily lives and submerge yourselves in a place completely made in Teddy fabric. Explore the space within: from the kitchen to the living room, to the most comfortable bedroom on earth. Have fun with the magic mirror and your Teddy alter ego. Then, looking out the windows, you can admire a magic city. The Teddy Coat is no longer just a fashion accessory: it evolves into a lifestyle.

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Highlights from Milan Fluffy Residence opening party

01 Veronica Ferraro By Lucas Possiede 1 Max Mara
02 Alessandra Mastronardi E Maria Giulia Prezioso Maramotti By Lucas Possiede Max Mara
03 Eleonora Carisi By Lucas Possiede 1 Max Mara
04 035 Chiara Scelsi Nin3071 Max Mara
05 Sara Rossetto By Lucas Possiede Max Mara
06 Carlota Rubaltelli By Lucas Possiede 3 Max Mara
07 024 Paola Di Benedetto Nin2580 Max Mara
08 Oak9000 By Lucas Possiede 4 Max Mara
09 Giulia Salemi By Lucas Possiede 1 Max Mara
10 Beatrice Valli By Lucas Possiede 2 Max Mara
11 Malika Ayane By Lucas Possiede 1 Max Mara
12 Valentina Ferragni By Lucas Possiede Max Mara
13 Giulia Gaudino E Cristina Musacchio By Lucas Possiede Max Mara
14 038 Giulia Arena Nin3125 Max Mara
15 Beatrice Vendramin By Lucas Possiede 1 Max Mara
16 Ludovica Sauer By Lucas Possiede 1 Max Mara
17 Francesca Rocco By Lucas Possiede 6 Max Mara
18 011 Aya Mohamed Nin2188 Max Mara
19 Carlotta Bertotti By Lucas Possiede Max Mara
20 016 Ludovica Frasca Nin2388 Max Mara
21 022 Alessandra Airo Nin2512 Max Mara
22 014 Costanza Caracciolo Nin2334 Max Mara
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The fluffy kitchen and dining room

Cucina 3 Max MaraCucina 4 Max MaraCucina 1 Max MaraCucina 2 Max Mara
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The fluffy bedroom

Camera Da Letto 1 Max MaraCamera Da Letto 3 Max MaraCamera Da Letto 4 Max Mara
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The fluffy bathroom

Bagno 1 Max MaraBagno 3 Max MaraBagno 4 Max MaraBagno 5 Max Mara
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Teddy takes over the world

Teddy is going on a Great Big Global Fashion Adventure. Watch this space for news of this fuzzy fashion icon’s progress around the world: Hong Kong, Harrods-London, Taipei, Chengdu, Seul, Tokyo and Milano.

Gallery1 Max MaraGallery2 Max MaraGallery3 Max MaraGallery4 Max MaraGallery5 Max MaraGallery6 Max MaraGallery7 Max MaraGallery8 Max MaraGallery9 Max MaraTokio 1 Max MaraTokio 2 Max MaraTokio 3 Max MaraTokio 4 Max Mara
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