Teddy Ten Anniversary


The Max Mara Teddy Bear coat celebrated an important birthday. The year 2023 marked a decade since the Teddy became the most loved it-coat by women around the world. Since its debut on the catwalks in 2013, it has seduced the world of fashion with its irresistible cocoon shape and perfect alchemic combination of glamour and playfulness.
To celebrate, Teddy has undertaken a Fashion Adventure around the world to bring everyone into a dimension beyond fashion. From the Teddy takeover of an ice rink in Tokyo, to different pop-ups around the globe. Finally in Chengdu, Milan and London, Teddy has opened the doors of its magic house: the Fluffy Residence.

The Fluffy Residence

The Fluffy Residence is a whimsical haven.
Let's leave behind the hectic realities of your daily lives and submerge yourselves in a place completely made in Teddy fabric. Explore the space within: from the kitchen to the living room, to the most comfortable bedroom on earth. Have fun with the magic mirror and your Teddy alter ego. Then, looking out the windows, you can admire a magic city. The Teddy Coat is no longer just a fashion accessory: it evolves into a lifestyle.

The fluffy kitchen and dining room

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The fluffy bedroom

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The fluffy bathroom

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Teddy takes over the world

Teddy is going on a Great Big Global Fashion Adventure. Watch this space for news of this fuzzy fashion icon’s progress around the world: Hong Kong, Harrods-London, Taipei, Chengdu, Seul, Tokyo and Milano.

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