but ian griffiths? the chances are you have never heard of him.r punk rocker heads up max mara — one of the largest luxury fashion brands. the italian company also has one of the biggest fashion archives in europe. it's not open to the public, but i've been along to have a look. chic, sleek and sophisticated, max mara is best known for its classic camel coats. from the runway to royalty, it's worn by some of the most famous women in the world. max mara nel cuore. the company was founded in 1951 in reggio emilia, a place better known for its parmesan cheese. its factories are still based in the town. they produce a50 coats a day here, contributing to an annual turnover of £1.3 billion. meet ian griffiths. he is the creative brains behind the brand. an influential designer, he prefers life behind the scenes, but he's been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he's taking me on a tour of the company's own secret wardrobe. this was bought in new york. it's fro

meet ian griffiths. he's the creative brains behind the brand.'s been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he's taking me on a tour of the company's own secret wardrobe. this was bought in new york. it's from 1910 or 1920. this is an original balenciaga coat and we've used it time and time again for inspiration for different collections. the archive is crammed with fashion magazines, sketches and boxes of fabric samples. this archive plunges you into the heart of fashion history. there are 30,000 individual items of clothing here, rails upon rails of them, and notjust by max mara but by other famous fashion designers as well. have a look at this coat by yves saint laurent which belonged to the actress audrey hepburn. this coat belonged to coco chanel and was worn by coco chanel. and here's an evening dress byjeanne lanvin from the 1930s, found in a fleamarket. fashion is a bit of an underdog. it tends to disregard itself a little. so much of what we do g

but ian griffiths? the chances are you have never heard of him.of the biggest fashion archives in europe. it's not open to the public, but i've been along to have a look. chic, sleek and sophisticated, max mara is best known for its classic camel coats. from the runway to royalty, it's worn by some of the most famous women in the world. max mara. the company was founded in 1951 in reggio emilia, a place better known for its parmesan cheese. its factories are still based in the town. they produce 450 coats a day here, contributing to an annual turnover of £1.3 billion. meet ian griffiths. he is the creative brains behind the brand. an influential designer, he prefers life behind the scenes, but he's been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he's taking me on a tour of the company's own secret wardrobe. this was bought in new york. it's from 1910 or 1920. this is an original balenciaga coat and we've used it time and time again for inspiration for different

but ian griffiths? the chances are you have never heard of him. but our arts correspondent rebecca jones has been to italy to see it. chic, sleek and sophisticated, max mara is best known for its classic camel coats. from the runway to royalty, it's worn by some of the most famous women in the world. max mara. the company was founded in 1951 in reggio emilia, a place better known for its parmesan cheese. its factories are still based in the town. they produce 450 coats a day here, contributing to an annual turnover of £1.3 billion. meet ian griffiths. he is the creative brains behind the brand. an influential designer, he prefers life behind the scenes, but he's been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he's taking me on a tour of the company's own secret wardrobe. this was bought in new york. it's from 1910 or 1920. this is an original balenciaga coat and we've used it time and time again for inspiration for different collections. the archive is crammed

but ian griffiths? the chances are you have never heard of him.nown for its classic camel coats. from the runway to royalty, it's worn by some of the most famous women in the world. nel cuore — max mara. the company was founded in 1951 in reggio emilia, a place better known for its parmesan cheese. its factories are still based in the town. they produce a50 coats a day here, contributing to an annual turnover of £1.3 billion. meet ian griffiths. he is the creative brains behind the brand. an influential designer, he prefers life behind the scenes, but he's been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he's taking me on a tour of the company's own secret wardrobe. this was bought in new york. it's from 1910 or 1920. this is an original balenciaga coat and we've used it time and time again for inspiration for different collections. the archive is crammed with fashion magazines, sketches and boxes of fabric samples. this archive plunges you into the heart of fas

but ian griffiths? the chances are you have never heard of him.oats. from the runway to royalty, it is worn by some of the most famous women in the world. max mara. the company was founded in 1951 in mara. the company was founded in 1951ina mara. the company was founded in 1951 in a place better known for its parmesan cheese. its factories are still based in the town. they produce 450 coats a day here, contributing to an annual turnover of £1.3 billion. meet ian griffiths. he is the creative brains behind the brand. an influential designer, he prefers life behind the scenes, but he has been at the company for more than three decades. this coat is quite a special one for me because it was my first coat for max mara. and he is taking me on a tour of the company's and he is taking me on a tour of the compa ny‘s and secret and he is taking me on a tour of the company's and secret wardrobe. this is from new york, from 1910 or 1920. this is an original code and we have usedit this is an original code and we have used it time and time again for inspirati