Meet Maria Giulia Maramotti Germanetti, the third-generation Max Mara heiress orchestrating seamless fusion of heritage and modernity.
As the scion of the illustrious Maramotti lineage, Maria Giulia effortlessly embodies the ethos of the iconic fashion house, deftly steering its evolution into the digital age while steadfastly honoring its legacy of craftsmanship and sophistication.
With a keen intellect honed through studies in Business Administration and Finance, Maria Giulia’s strategic prowess is matched only by her deep reverence for the brand’s storied history.
Her tenure as the Global Brand Ambassador for Max Mara heralds a new era of innovation and authenticity.
In this exclusive dialogue with Emirates Woman, Maria Giulia unveils her insights into Max Mara’s unwavering commitment to quality, and its visionary path forward in an ever-evolving fashion landscape.
Given your extensive experience within the Max Mara Group and your family’s legacy, how do you perceive the evolution of the Max Mara brand values and identity over the years?
Max Mara is a Company which has been existing for more than 70 years throughout the idea of design, craftsmanship, timeless and quality. Our DNA starts from the craftsmanship, the quality of the fabrics, the garment constructions and tailoring, as well as this idea of constant evolution in order to match with the women of today, their lifestyle. Our clothes aim to make them comfortable in their own skin, to celebrate their choices. We are always true to our DNA and I think that today the big challenge is to maintain your style and never compromise it for what can be temporary trends, because ultimately, when you are an iconic brand like we are, you cannot afford to be trendy. Consistency and precision in the DNA, and the ability to evolve without getting away from what we are can definitely be considered our strongest points.
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As the Omnichannel Retail Director at Max Mara Fashion Group and Max Mara Global Brand Ambassador, how do you navigate the balance between preserving Max Mara’s heritage while adapting to the changing lifestyle and needs of modern women?
That is a real challenge and it is not easy to freely create pieces that are interesting but also contemporary. It is a balance but you have to remember to stay true to your style, and that’s the most important thing, because sometimes it is very easy to be ‘tempted’ to be more fashionable. One thing that has to change constantly is how you present your values to your consumer, how to find your tone of voice, which should be organic, you shouldn’t be doing something because everybody is doing it. It is a process focused on being able to become trustful of your identity, which is something you learn along the way.
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Could you elaborate on how Max Mara continues to uphold its reputation for luxury, style, and quality while expanding its presence globally through both single-brand and multi-brand stores?
I believe that today is absolutely important to have a very clear object in mind in terms of who you are but also be able to transfer this concept to your consumers, interacting the right way to the community, and expressing who you are clearly, with your tone of voice.
With Max Mara being recognized as Italy’s largest fashion house and a leader in ready-to-wear fashion, how does the brand stay innovative and relevant in such a dynamic industry?
Things have naturally changed since I entered the business 20 years ago in terms of how, as a Brand, you think of yourself, as something that starts with the product, but actually has in mind the final client. Something that we, as a Brand, have always had in mind, but today, you really need to have stronger, more transparent and authentic communication within your community and your consumers. Moreover,I think that today there’s also the need to evolve in order to cater to a younger consumer who has different needs in terms of the relationship they expect with the brand. I don’t think they necessarily have different needs in terms of quality perception or the values that Max Mara has always been expressing, but for sure things have changed a lot in terms of how we communicate, how we think of ourselves as a brand.
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As a member of the Maramotti family and a key figure in the Max Mara Group, how do you personally contribute to maintaining the brand’s dedication to tailoring and craftsmanship, which has been a cornerstone of its success since its inception?
Our story as a family and as a brand is deeply related to the idea of passing the work throughout generations. Right now we, as third generation, are growing within the company with the passion that’s been passed over from our parents. This really expresses the contribution, the beauty and the passion for what we do. I believe the one thing that we managed to keep consistent throughout the generations is the commitment that we have within Max Mara values of craftsmanship, of quality and also of celebrating women. And that is something, at the end of the day, we keep passing on from generation-to-generation. Hopefully it will be transferred also to the next one.
Given your background in finance and business administration, how do you apply your expertise to drive strategic initiatives within Max Mara, particularly in terms of financial management and market expansion?
As an entrepreneur, I’ve learned that you have to be always listening, and being exposed to external trends gives you food for thoughts, to understand where trends are, and what is going to happen.
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As someone deeply connected to the Max Mara legacy, how do you see the brand continuing to innovate and push boundaries while honoring its rich heritage and traditions?
I think the history of Max Mara lays really behind the ability to combine quality, craftsmanship, tailoring and innovation. Today, we live in a constantly changing world, but I think that the importance of a brand and its relevance lay behind its own consistency. We succeed in doing so and in being very loyal to our DNA and to the goals that represent who we are, but we use different media to tell the story because, at the end of the day, it’s about having strong content that is consistent with your DNA, but also using media that allow you to reach the customers in different ways.
With Max Mara’s diverse portfolio of 9 Brands, how do you ensure coherence and synergy across the various collections while catering to different consumer preferences and market segments?
Max Mara is a Company which was born with the idea of celebrating women wherever they come, giving them an esthetic which is about enhancing their personality.
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Finally, could you share your vision for the future of Max Mara and the broader Max Mara Group, considering the ever-changing landscape of the fashion industry and consumer behavior?
What I hope for the future, it’s for sure the ability to remain relevant as we have been doing so for the past 70 years. The ability to transfer our values to the next generations and maintain this idea of relevance and be true to who we are, whilst being open to the changes in the world, be open to what it is telling us. Because, at the end of the day, I have learnt that we started off by being the ones giving the clients what they could have wanted from our point of view, but nowadays we have to give them what they need.
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