'SO HOT,' Max Mara's 'Teddy Ten' in Seongsu-dong

Max Mara, the Italian luxury fashion brand, successfully concluded the 'Teddy Ten' event held in Seongsu-dong to commemorate the 10th anniversary of the release of the iconic Teddy Bear coat.

To celebrate this event, over 500 guests, including actors Go Hyun-jung, Gong Hyo-jin, Han Hyo-joo, Ahn Eun-jin, musician Red Velvet's Seulgi, and broadcaster Kim Na-young, as well as models Kim Sung-hee and Park Hee-jung, attended and illuminated the venue.

Especially, the performance of dance crew Proud Moment and the music performance of the band Jaurim at the stage under the giant Teddy Bear drew attention.

The Proud Moment members presented a sentimental and intense performance in raspberry-colored Teddy Bear coats, reminiscent of flowers, and DJ Anna Kim followed with a DJing performance.

In addition, Kim Yuna of the band Jaurim presented a passionate performance wearing the 10th-anniversary special edition white sparkling Teddy Bear coat.

With various photo zones, including a photo studio where guests can take pictures with Teddy Bears, Max Mara has prepared for guests to enjoy the 10th anniversary of the Teddy Bear coat.

The Teddy Ten event is part of Max Mara's global project to celebrate the birth of the Teddy Bear coat and is taking place in major cities worldwide.

In Beijing, China, and Milan, Italy, Fluffy Residence will open, and in Korea, following this Teddy Ten event, a 'Teddy Ten Pop-up Store' will be operated at Lotte World Tower in Jamsil for about two weeks from November 3rd to 15th.

Since its debut on the runway in 2013, the Teddy Bear coat has quickly become a must-have item among stylish women worldwide, with features like soft camel hair, fake fur, and cocoon cut.

In celebration of the 10th anniversary of the Teddy Bear coat, Max Mara has unveiled a newly designed Sparkling Teddy Bear coat as a special edition, as well as a Mini Teddy coat for children aged 5 to 12. These items are available at the Max Mara Cheongdam flagship store and online.