By Michelle Crowe
Rosie Huntington Whitely wears a Max Mara teddy coat.
When does something trendy transcend into timelessness? For the cozy, luxurious, lovingly nicknamed “teddy bear’ coat, the time is now. Anyone who has been waiting it out, wondering if the luxuriously cozy style might be a passing fancy should indulge now. Think of it as wearable self-care.
Max Mara debuted the teddy bear coat at Milan Fashion Week way back in 2013, which feels like eons ago, not just eight years. The company told The New York Times in 2019 that after a quick spike in sales after its 2013 debut, the popularity fizzled out. Max Mara did not reach their 50th anniversary and status as the ultimate coat maker by chance though. A version of the coat was brought back as the focal point of the brand’s fall 2017 runway collection and a new wardrobe staple was established.
Any color teddy can be chic – even pink.
Perhaps the endless versatility is the secret sauce? A teddy bear coat looks as wonderful topping cashmere loungewear as it does a silk gown. It’s also fabulous over jeans and a sweater or a suit for work or lunch. As coat lovers and Chicagoans, we’d never say you only need one coat, but if you ever wanted to go minimalist and just have one winter topper, this is the one.
Tonal teddy perfect for autumn days.
Since then, the coat has grown from a somewhat impractical runway look to everyone’s favorite. It has also inspired countless imitators. Honestly, some of those copycats are gorgeous and well worth investing in on their own. Others not quite as much.
Max Mara Fall 2021
Max Mara has a special edition in this season’s collection as a part of their 50th anniversary celebration. The smart chisters among us who’ve been teddy bear wearers for years might treat themselves to this limited edition version or perhaps a fresh color. It’s an icon just like the ladies who wear it. Viva la teddy.