"Fashion is never in crisis because clothes are always necessary"
About this Quote
Maramotti’s line is the kind of coolheaded provocation only a fashion industrialist can pull off: it collapses couture drama into the blunt logic of supply and demand. When designers and editors talk about “crisis,” they usually mean relevance, trend fatigue, cultural backlash, or a bad season. Maramotti shrugs and reminds you that the product category has an unbeatable moat: human beings have to get dressed. In that sense, fashion isn’t a fragile art form; it’s an infrastructure business that happens to trade in desire.
The intent is defensive and quietly triumphant. Coming from the founder of Max Mara, it reads like a rebuttal to the industry’s periodic self-flagellation. Hemlines rise and fall, aesthetics get scolded, runways chase youth, but the baseline need never disappears. That’s not romantic, but it’s stabilizing. The subtext is also a lesson in power: if you control the machine that turns necessity into a purchasable identity, you’re less exposed to the mood swings of “culture.”
Context matters here. Postwar Europe saw clothing shift from scarcity to system: manufacturing, branding, and ready-to-wear made fashion less dependent on elite patronage and more like consumer essentials with a premium layer. Maramotti’s genius was building a company that could sell “taste” at scale without pretending it was rare. His line is a reminder that the industry’s biggest crises are usually moral or aesthetic, not commercial. People still need coats; the only question is whose label gets to define what “necessary” looks like.
The intent is defensive and quietly triumphant. Coming from the founder of Max Mara, it reads like a rebuttal to the industry’s periodic self-flagellation. Hemlines rise and fall, aesthetics get scolded, runways chase youth, but the baseline need never disappears. That’s not romantic, but it’s stabilizing. The subtext is also a lesson in power: if you control the machine that turns necessity into a purchasable identity, you’re less exposed to the mood swings of “culture.”
Context matters here. Postwar Europe saw clothing shift from scarcity to system: manufacturing, branding, and ready-to-wear made fashion less dependent on elite patronage and more like consumer essentials with a premium layer. Maramotti’s genius was building a company that could sell “taste” at scale without pretending it was rare. His line is a reminder that the industry’s biggest crises are usually moral or aesthetic, not commercial. People still need coats; the only question is whose label gets to define what “necessary” looks like.
Quote Details
| Topic | Wisdom |
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