A style staple for every fashionista’s winter wardrobe, coats hold a dear place in each of our hearts. Max Mara is no stranger when it comes to this subject — revered for its classification of the coat, the brand embraces its forte by way of the Coats! exhibition. Starting from November 28th to December 12th, the exhibition showcases the history of Max Mara held at the iconic Dongdaemun Design Plaza in Seoul, South Korea.

Dongdaemun Design Plaza, Seoul

Expect to be plunged right into the heart of Max Mara’s heritage story, where more can be learned about the history of the coat as well as of the brand. Wind your way through the seven themed rooms, which house a series of interactive experiences representing the vision that Max Mara’s founder, Achille Maramotti, held true to the brand: “to make the ordinary extraordinary”. Turning the masculine coat into one of women’s wardrobe staples, is one of the most visionary feat of the Italian fashion industry.

Guests at the Coats! exhibition

To celebrate the launch of the Coats! exhibition, a bevy of celebrities and fashion icons were invited. Click through to take a peek into the exhibition and see if you can spot a familiar face!