Max Mara launches pop-up in Harrods to celebrate 10 years of ‘Teddy Bear Coat’
In celebration of the 10th anniversary of Max Mara’s ‘Teddy Bear Coat’, Harrods has opened a pop-up space dedicated to the iconic piece – running until 14 November 2023.
Aptly named ‘Teddy Ten’, the new space on the ground floor has interactive features and photo opportunities for visitors, while also offering special-edition products such as the ‘Sparkling Teddy Bear Icon Coat’ in camel and white – adorned with rhinestones.
For the first time, Max Mara has also introduced the ‘Teddy Bear Icon Coat’ for kids aged 5-12 years old, as well as fluffy Teddy accessories which are available in a dedicated space on Harrods’ 4th floor.
Alongside the limited-edition products, visitors will be able to stay entertained by going on a "Teddy Bear experiential pathway", taking part in memory games and taking pictures in a ‘Skyshot in The Castle’ photobooth.
Since its catwalk debut in 2013 the plush, camel, cocoon-cut cover-up "has enjoyed the status of icon" – worn by stars of the red carpet as an "expression of playful glamour".
New campaign images feature American model Arizona Muse and her daughter, as well as Italian model and actress Mariacarla Boscono – all photographed in the coat.
The new Teddy Bear products are also available to purchase in Max Mara stores and on the brand’s website. The original camel colour is £2,725 and the white version is £2,465.
