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Max Mara is an Italian fashion house belonging to the group of companies under the Max Mara Fashion Group holding. Achille Maramotti began designing couture clothing in 1947, but officially established the Max Mara fashion house in 1951. The word "Mara" comes from a diminutive of his surname, while "Max" is a superlative chosen to strengthen the brand's name and give it a more international feel. Maramotti was one of the first men to envision that industrial processes could support the production of high quality designer clothing, in a period in which fashion was imagined solely as an artisanal activity, thus becoming the precursor of the current concept of ready-to-wear.