Italian fashion label Max Mara is recognized for their iconic coats (look no further than the recent re-release of the 101801 for proof of outwear that stands the test of time). And now the company is taking their reliable product and bringing it into the interactive age with a new iPhone and iPad app in which you can solve a fashion puzzle based on the new 'S Max Mara Cube collection and possibly win a trip to Milan!

The company's Decode the Cube contest, which runs through November 21st, is based on a Rubik's Cube format in which participants rearrange a variety of squares to create four cohesive images. Those who are able to solve once (and twice!) are eligible to win a winter coat from the collection in a weekly sweepstakes. A third time will be a charm for one lucky winner who will be bestowed with a trip to Milan to see the Fall 2011 collection in person.

Aside from the prizes, the Fall 2010 Cube collection is an interactive project in itself. Customers can currently go into any store to pick one of the four water-resistant reversible starter pieces (i.e. a Siberian goose down coat or jacket in shades of black, gray, beige, or brown) and then build incrementally with additional accessories. Those can include detachable rabbit, mink, or fox fur cuffs and neck warmers, and matching capelets, gilets, hoods.

While this is a fun DIY project, it is not for the faint of wallet. The base price is around $795 for a vest, and each additional accoutrement will cost a pretty penny too. But then again, this does fall under the "classic buy" category and future Cube collections will be compatible with previous seasons so consumers can build piecemeal.

Even better? The coats are so lightweight that they actually can be folded into a square nylon bag that comes with each coat!

For more on the collection and to download the application, head to the brand's website. Meanwhile, check out which luxury retailer is enlisting top chefs for their famed holiday windows.