Credit: MaxMara Fluffy Residence
1 min read
Max Mara celebrates 10 years of everyone’s favourite plush winter warmer, the teddy bear coat, with an all-fluffy pop-up in Covent Garden.
Italian superbrand Max Mara has taken home comforts to the next level with its latest pop-up in Covent Garden (open 10am-8pm until 26 December). The all-furry Fluffy Residence comes complete with fluffy walls, furniture, food items, vases, cutlery, crockery, bedding and more.
It’s a tactile celebration of everyone’s favourite fashion teddy – MaxMara’s teddy bear coat. The coat debuted on the Milan catwalk as part of the brand’s autumn/winter 2013 collection, which was jam-packed with fluffy outerwear, from camel-hair overcoats to alpaca styles and the now-iconic teddy bear coat.
Credit: MaxMara Fluffy Residence
Luxury camel coats are a Max Mara signature and the plush camel cocoon-cut teddy bear coat is still influencing outerwear today. The combination of glamour and playfulness in its silhouette and fabric has made the coat not only a fashion favourite but also a versatile wardrobe essential.
Credit: MaxMara Fluffy Residence
To celebrate, the Fluffy Residence has popped-up in Chengdu, Milan and now London, and it’s a soft, whimsical haven made completely from teddy fabric. Take in the views through the interactive windows and don’t miss the magic mirror, a gadget that will generate your Teddy alter ego.
Credit: MaxMara Fluffy Residence
Imagery: Darren Gerrish for MaxMara
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