Test Your Brand Knowledge

Of course, we all know at least something about Chanel, Dior, Valentino, and Gucci. But how about Max Mara? Akris? Eleventy? If you’re like me, you may have heard of some of these brands, or seen them advertised, but knew relatively little about them. Well, let’s address that right now!

Let’s start with Max Mara. They have a robust marketing campaign that you’ve probably seen in “Vogue” or “Elle,” but who are they? This is a family-owned brand, which was founded and continues to operate in Reggio Emilia, Italy where it was founded by Achille Maramotti in 1951, to incorporate “American industrial processes into European tailoring culture” (Wikipedia). In 1957 the brand was renamed to Max Mara, “Max” for maximalist (ironic, since the brand’s aesthetic is easily described as bespoke/ minimalist), and “Mara,” a diminutive of the family’s last name (pronounced “mah-rah,” not “m-air-ah”). Best known for its outerwear (the men’s coat restyled for women continues to be a brand signature as when it was launched), Max Mara has expanded into suiting, eveningwear, and accessories.

Now let’s look at Akris. Also family-owned and based in the same town where it was founded, Akris is situated in the northern Swiss town of St Gallen, historically known for its textiles and embroidery. Founded in 1922 by Alice Kriemler Scoch, the brand was named “Akris” as a compressed version of her name in 1944 by her son, Max. Today the house is helmed by her grandson, Creative Director Albert Kriemler, who says that his designs always start with the fabric (us.akris.com). I would describe the aesthetic as understated luxury that relies on the quality of the material and the tailoring (the “double face” technique is a signature of the brand) rather than chasing trends. Their pieces are wearable for every day whether that’s brunch at the country club, going to work IRL, or an evening at the theater.

Eleventy. Think, “Brunello Cucinelli,” but at a lower price point. Also based in Italy, made with extremely high-quality materials and methods, typically in a neutral color palette (a soft lavender is currently the most vibrant color in their collection). Being new to the brand, the first thing that struck me was the quality of their suiting - exquisitely soft, expertly tailored - the meticulous craftsmanship evident. However, I also appreciate a note of novelty in their designs, for example, a bomber jacket made mostly with leather but with a fabric “hoodie” attached….or a trouser that looks like any other office pant until you see the drawstring waist. Genius!

I highly encourage you to explore these and other lesser-known brands, as well as the plethora of emerging designers out there in the field. Let’s keep fashion moving forward!

~Kristina Christopher