Max Mara opens its Fluffy Residence in London

This year everyone’s favourite fashion Teddy is celebrating a big birthday. 2023 marks ten gloriously chic years since the Max Mara Teddy Bear became fashion’s favourite coat. Since its catwalk debut in 2013 this plush, camel, cocoon-cut coat has enjoyed the status of icon. The magical combination of glamour
and playfulness of its silhouette and exquisite fabric has made the icon coat not only a fashion favourite but also a versatile wardrobe essential.

To celebrate, Teddy is going on a Global Fashion Adventure, staging an open house for all fluffy fashionistas.

The Fluffy Residence is a whimsical haven, crafted with tenderness and soft contours. Let's leave behind the hectic realities of your daily lives and submerge yourselves in a place completely made in Teddy fabric. The woman who calls the Fluffy Residence her home adores design and fashion. She casts a fleeting glance at the past while reaching out to embrace modernity. She cherishes her career, enjoys going out to meet people, yet never forsakes the warmth of hosting dinner with friends, inviting the world into her intimate and enchanting Fluffy Residence.

In a globetrotting autumn tour, alighting at Chengdu and Milan, Teddy’s Fluffy Residence has welcomed visitors into a dimension beyond fashion. Next stop: London!

So, this holiday season, why not make yourself at home in the London Fluffy Residence. Be sure to try the magic mirror while you are there. It’s Teddy’s favourite gadget and it will generate your Teddy alter ego.

Take in the views through the interactive windows of Teddy’s neighbourhood: a charming rendition of a fluffy city like you have never seen it before.

From 16th to 26th December, The Fluffy Residence will open to visitors in East Piazza, Covent Garden.

Join us from 10am-8pm: reservations are not essential but you can have a fast access by booking your visit at maxmara.com. On December 25th the doors of the Fluffy Residence will be closed. Teddy will also celebrate with his family!

The Teddy Coat is no longer just a fashion must have. It evolves into a lifestyle, a comfort zone where one can feel at ease both inside and outside the home.
This is next level Teddy takeover. Your fashion friend will be presenting a whole new way of being. Can you resist?