Celebrating the brand's iconic Teddy Bear Coat's 10th anniversary, Max Mara is hosting a Teddy Ten pop-up shop inside London's Harrods. It will remain open till 14 November.

The Teddy Bear coat was a huge hit for the company when it first appeared on the catwalk in 2013. The luxurious, cocoon-shaped cover-up in camel has staked its place in the annals of fashion history, continuing its popularity to date..

The Italian label's "Great Big Global Fashion Adventure" includes interactive installations in addition to the Harrods pop-up. The Max Mara space is on the ground floor and allows customers to purchase special-edition products such as the Sparkling Teddy Bear Icon Coat in Camel and White, adorned with rhinestones.

For the first time, Max Mara is also introducing the Teddy Bear Icon Coat for Kids aged 5-12, along with kids’ fluffy Teddy accessories all also available in a dedicated space on the fourth floor.