Fifteen Max Mara Atelier coats were presented in Venice at the modernist Olivetti store, a spare, elegant space overlooking St. Mark's Square, designed in 1958 by Italian architect Carlo Scarpa. It was a fitting frame for the high-end offer, which showcased Max Mara's industrial savoir faire augmented by artisanal handmade finishes. The design team looked at the company's archive, where the first image published in a magazine in 1953 was of a red coat—not the shade of camel that has become the label's signature. Here, a discreet red detail was introduced as a sort of decorative thread—a stitching along the lining, a subtle motif inside a pocket, or the "M" monogram embroidered beneath a collar. Each coat was designed to appeal to a variety of personal styles and body shapes, and they were all given a French name, to highlight a certain dégagé attitude of elegant nonchalance. Le Trench d'Hiver was a sartorial trench coat made in rich, soft nappa leather; a...