Every time we cover a Max Mara event, I remember a scene from The West Wing wherein something untoward happens to CJ Cregg’s coat, and she exclaims, in horror, “this is Max Mara!” I have no idea how that line came about, but given that it’s popped into my head multiple times for over ten years, that was some excellent PR for the brand.

[Photos:  Stefanie Keenan/Getty Images for Max Mara]