Max Mara's iconic 101801 camel coat, now available at maxmara.com. Photo: Courtesy of Max Mara


Originally debuting in 1981, Max Mara's double-breasted camel coat with wide kimono sleeves has become an enduring icon.

Therefore, it's fitting that the company is using the wool and cashmere wonder, officially called the 101801, to launch its e-commerce business on maxmara.com.

Starting tomorrow, the long and luxurious winter coat will go on sale for $2,427 at the Italian fashion house's website, and can be personalized with a special lining and an embroidered monogram on the inside label. More items on the new e-commerce site will start trickling in soon after.

In addition to scoping out the 101801, Max Mara fans who rise early tomorrow should head to the site at 6:30am ET to watch a live stream of the brand's runway show straight from Milan Fashion Week.

In related Italian fashion news: read about the plus-size fashion show that was kicked off the official Milan Fashion Week calendar.