Courtesy Max Mara

The Italian luxury label Max Mara has been a staple in the outerwear game ever since the Teddy Bear Coat became an instant celeb-loved hit when it was released in 2013. Now, the brand is bringing the Teddy to Aspen with its first pop-up experience in the city — and it’s making its arrival known. A life-size ice sculpture of the brand’s unofficial mascot, Max the Teddy, will be situated in the courtyard of the Hotel Jerome, where the pop-up is taking place starting on Dec. 16. The brand will also serve complimentary hot chocolate and roasted chestnuts from a vintage Piaggio Ape cart stationed outside (Talk about a warm welcome!)  

Shawn O’Connor for Max Mara

Inside, the modernist, streamlined boutique will have touches of the brand’s heritage and legacy and feature LED screens playing graphics of vintage Italian ski posters come to life. There is also a curated collection of designer furniture and décor by VERSO, a purveyor of fine interiors, including a one-of-a-kind VERSO assortment by renowned designer Pierre Chapo and rising talents Objects of Common Interest, Ian Love, Jes Paone and designer duo, edxxkat. 

Shawn O’Connor for Max Mara

As expected, shoppers will find the full assortment of Max Mara’s iconic outerwear line and a curated selection of RTW and accessories. Signature Teddy styles, as well as quilted puffers, cozy turtleneck sweaters and fuzzy bags, mittens and more will all be on display. There will also coats from the Max Mara Atelier collection, marking the first time they’re available to shop outside of a flagship store.

Courtesy Max Mara
Courtesy Max Mara

Ahead of the pop-up’s opening, Max Mara will host a virtual event with stylist Dani Michelle (whose clients include Kendall Jenner and Kourtney Kardashian) to give viewers her expert tips on styling the label’s outerwear selection. For your own personal styling assistance, appointments with a Max Mara client advisor are available at the pop-up.

Shawn O’Connor for Max Mara

The store is open daily from 10 a.m. to 6 p.m. starting Dec. 16 through Dec. 23. Visit Hotel Jerome; 330 East Main Street, Aspen. 

Read GRAZIA Gazette: Aspen featuring cover star Jourdan Dunn: