Pursuing a fully sustainable lifestyle is not always easy and more eco friendly clothing options than those proposed by the fast fashion industry are becoming more necessary than ever. This can be achieved with a production cycle based on a Circular Economy model and upcycling is a big step forward in this direction.

Upcycling is a neologism that keeps together two concepts that not always go hand-in-hand: first, the idea of recycling; and, second, the idea of improvement and quality (even though you are using discarded materials), thus the prefix “up”.

In a Circular Economy the aim is to create less waste by making the most out of every possible material and fabric involved in the production process. In Max Mara’s case, discarded camelhair fabrics are upcycled from our legendary coats (and not only) in order to create a warm insulation. This pad is capable of maintaining the same properties of virgin materials, without requiring additional consumption.

Our particular form of insulation is named CameLuxe.

CameLuxe is created in three steps; first, recovered materials are gathered and sorted from our manufacturers in Italy; secondly, they are transformed through a mechanic process into very fine fibres. Lastly, the fibres are blended with recycled polyester, creating a high performing insulating mix, ready to be processed to create the pad.

This process, whose patent was filed, allowed us to create a product highly resilient, features extraordinary tensile and strength qualities and with consistent insulating capacity.

Made through a process that is less impactful in terms of energy consumption, waste production, water usage, CO2 emissions, CameLuxe is a new frontier for ecologically-responsible fashion, giving new purpose to otherwise discarded precious materials. In September 2019 Max Mara received the CNMI in recognition for sustainability Award for the CameLuxe, at the occasion of the Green Carpet Fashion Awards.

This project is carried forward under the aegis of the Global Recycling Standard, a certification promoted by Textile Exchange, an established non-profit institution, that for over 15 years has been supporting responsible and sustainable product development in the textile industry, and ICEA, a national non-profit institution that certifies that organisations operate in line with sustainable standards for the environment and for people.

CameLuxe is powered by Imbotex Lab.

CameLuxe is featured in 11 styles of the Max Mara The Cube SS20 collection, the integrated system of outerwear and accessories born in 2008. Max Mara The Cube concentrates on the research of innovation, blending a cutting- edge spirit with the easy living approach of contemporary apparel to shape an innovative idea in terms not only of design but also of craftsmanship and technique. Reversible and modular, with a range of accessories, Max Mara The Cube is luxurious, functional, practical and unique, with a clear, precise identity underlined by the unmistakable packaging: the famous “Cube”. Available in store and on maxmara.com starting November 2019.

Max Mara, founded in 1951 by the late visionary Achille Maramotti, is one of the highest expression of Italian luxury and style. A contemporary collection of ready-to-wear and accessories for today’s powerful women. Recognized for its timeless designs and its luxurious fabrics, Max Mara is revered for the classification of the absolute coat, sharp suiting and modern accessories. Max Mara is distributed in 2,600 locations in more than 100 countries worldwide. The Max Mara Fashion Group counts nine different brands. The company remains privately held and managed by the Maramotti family.