Luigi Maramotti, chairman of Italian fashion house Max Mara. Photo: Courtesy of Max Mara Fashion Group

Italian fashion label Max Mara has officially launched its new flagship store in the China Central Place in Chaoyang district. Elegantly sprawled across four floors and occupying over 800 square meters, it is the largest Max Mara store in Asia - a monument built to the worship of understated women's chic in the heart of Beijing.

To accompany the launch, Luigi Maramotti, chairman of Max Mara, sat down for a rare face-to-face interview with the Global Times.

"People frequently ask me why Max Mara does not produce men's wear," Maramotti said. "Actually, because I don't know anything about men's wear, the thought of doing men's wear has never crossed my mind. It's all about women."

Luigi Maramotti is the son of Archille Maramotti, the visionary founder of Max Mara.

"Perhaps the reason I think this way is because of my great-great-grandmother," Maramotti continues. "She was made a widow, and consequently, she had to work very hard to make a living. We could say that the inspiration for Max Mara's fashion aesthetic comes from a difficult reality, a difficult moment in the life of a woman."

"Throughout the years, Max Mara has created fashion that has a strong link to reality."

Maramotti was born in Reggio Emilia, a town in northern Italy where the headquarters of Max Mara is still based. He joined the Max Mara Fashion Group in 1981, as a marketing manager. Like his maternal ancestor, Luigi Maramotti has a penchant for hard work. When his father passed away in 2005, he was a natural choice to take on the position of Max Mara chairman.

"Many people say that hard work is frustrating, but I've never felt that way, because I love my work," said Maramotti. "To love what you do is a wonderful thing."

To celebrate the grand opening of their Beijing Avenue de Luxe store - the second largest Max Mara store in the world - Maramotti has launched a special limited-edition bag and sneakers. "Subtly elegant pastels collide with bold and edgy gold, echoing the magnificent facade of the new store," said Maramotti. "Although we didn't add any specifically Chinese elements to our design, we believe that in the near future, Italian fashion will be a celebrated part of the new China."

Maramotti spoke confidently about the growth of the Max Mara brand in the Chinese market.

"In less than 10 years, we've opened 380 sales outlets, extending from Beijing and Shanghai to Qingdao, Chengdu, Chongqing and Wuhan."

Max Mara is best known for two signature items: a kimino-sleeved camel coat, and a geranium-red suit.

Their effortlessly elegant looks have been worn by a number of celebrities, including Cate Blanchett, Isabella Rossellini and HRH Sofia, the Queen of Spain.