Introducing Max Mara’s unexpected new icon

If you missed the William Wegman photography exhibit this week at the Toronto Max Mara store, you can still catch it in San Fran, Houston or Waikiki. The famous 101801 coats are another story.

The iconic camel style, born in 1981 and renowned for its uncanny ability to look good on pretty much any body type, has been plucked from the archives for a reboot. The 30 limited edition cashmere and wool beaver coats, so-called for a nap which resembles beaver fur, have been travelling North America, alongside the Wegman photos shot on his Weimaraners in 2001.

After the chic little gathering at the Bloor Street boutique last night, only 8 coats remain in circulation. Six were sold last night alone at a cool $2,990 each.

Luckily, the tour includes lots of other options from fall, including a pink doubleface cashmere number so soft, even a Hawaiian who will never see a single snowflake might not be able to resist.