Max Mara was created by Achille Maramotti in 1947 who started designing beautiful, stylised and architecturally structued couture clothing. The "Mara" came from his surname, "Max" came from Count Max, a local character who was seldom sober but always stylish. Maramotti made his name as one of the first to see that the future of fashion lay in the mass production of designer-quality clothes. He was also keen to emphasise the brand of Max Mara ahead of the names of individual designers, even though he employed future big names such as Karl Lagerfeld, Jean-Charles de Castelbajac, Dolce & Gabbana and Narciso Rodriguez. Max Mara perfumes adhere to the elegant, stylised and structured principles of the fashion brand itself.