Max Mara Harrods pop-up celebrates Teddy Coat

Italian luxury label Max Mara is celebrating the 10th anniversary of its bestselling Teddy Bear Coat and has just opened a Teddy Ten pop-up in London department store Harrods. It will be open until 14 November.

The coat made a massive impact when it debuted on the catwalk in 2013 and has been an ongoing hit for the brand ever since. The plush, camel, cocoon-cut cover-up has become a must-have for the affluent and has inspired plenty of imitators further down the price scale.

The Harrods pop-up is part of a global celebration (dubbed a ‘Great Big Global Fashion Adventure’ by the firm) that includes interactive installations and “an agenda full of fun, games and, of course, photo opportunities for all visitors”. 

The Max Mara space is on the ground floor and allows customers to purchase special-edition products such as the Sparkling Teddy Bear Icon Coat in Camel and White, adorned with rhinestones.

Importantly too, for the first time Max Mara has introduced the Teddy Bear Icon Coat for Kids aged 5-12, along with kids’ fluffy Teddy accessories all also available in a dedicated space on the fourth floor. 

Alongside the limited-edition products, visitors are able to go on a Teddy Bear experiential pathway, taking part in memory games and taking pictures in a Skyshot in The Castle photo booth where customers and their kids will have four Teddy Ten images shared directly to their email address.

As well as the pop-up itself, the event also features in the store’s windows on Brompton Road. 

The Teddy Ten products are additionally available at the Max Mara branch on Old Bond Street and on its webstore.