In the world of fashion, some pieces stand the test of time, becoming iconic symbols of elegance and style. Max Mara’s Teddy Bear coat is undeniably one of those enduring classics. This year, as the world celebrates the 10th anniversary of this beloved fashion staple, 24S.com, the renowned online shopping destination, has joined forces with Max Mara to create an exclusive capsule collection that pays homage to the Teddy Bear coat’s timeless appeal.

First introduced in 2013, the Teddy Bear coat harks back to an archival style from the 80s. Its signature features include a generous volume, a unique blend of materials, and a glamorous yet functional silhouette. This combination has endeared it to fashion enthusiasts and celebrities alike, with luminaries such as Carine Roitfeld, Kim Kardashian, and Hailey Bieber making it a part of their wardrobes.
Maud Barrionuevo, Head of Buying & Marketplace for 24S.com, expressed her excitement about the collaboration, saying, « We had been looking forward to collaborating with Max Mara on a special project. We had this vision of an ultra comfortable, monochrome, chic collection. What better occasion for it than Teddy Bear’s 10th birthday? »

The resulting 24S.com and Max Mara Teddy Bear collection is a testament to the enduring charm of the Teddy Bear coat. Featuring 15 different styles, this capsule collection captures the timeless sense of chic that defines the original coat. The collection includes three outerwear pieces that can be effortlessly styled with a range of accessories. These accessories include a tote and a cross-body bag, footwear, a bucket hat, a visor, earmuffs, gloves, and a scarf. All items come in a versatile and elegant « cru » tone and are crafted from soft camel wool fibers on a silk base, ensuring both comfort and luxury.

To further celebrate the collaboration, a dedicated campaign was created by Studio Ulises for 24S.com. The campaign features the iconic Arc de Triomphe, entirely wrapped in fluffy Teddy Bear fabric, blending Max Mara’s signature textile with 24S.com’s unmistakably Parisian DNA. The campaign includes live-action images and videos showcasing the collection in action.
As for 24S.com, the platform, owned by luxury conglomerate LVMH, has been a Parisian online shopping destination since 2017. Offering a curated selection of fashion inspired by the lifestyle and spirit of the French capital, 24S.com emphasizes freedom and confidence in fashion, driven by the art of mix and match. With a global reach, available in five languages and delivering to over 100 countries, 24S.com offers high-end services, including personal shopper style advice, making it a true global shopping destination for luxury fashion enthusiasts.

The 24S.com and Max Mara Teddy Bear collection is set to be unveiled on October 19th, marking a milestone in the history of fashion and providing a fresh take on a beloved classic. This collaboration is sure to be a treat for fashion aficionados looking to embrace the enduring charm of the Teddy Bear coat.

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