SS19: Max Mara's coats are an investment you'll never regret

“We see three generations wearing the same Max Mara coat—and it’s still not worn out,” said Ian Griffiths.

 “Max Mara is about timeless, high-quality clothes. You may not buy a coat every season, but when you do, you keep it and then pass it on.” In a world of wasteful fashion practices, Griffiths was talking about the principle of buy less, buy better before his show, arguing, “I think we’re better placed than some people on that.”