Max Mara has spawned 35 labels, although Max Mara womenswear, usually stylized as MaxMara, remains the core of the company. Other brands include Sportmax, Sportmax Code, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co. (the trendy, youth division), and Marina Rinaldi. This last, founded in 1980 and named after Achille Maramotti's great grandmother, is one of the best-known: in her obituary of Maramotti for The Independent.

As of July 17, 2013, Jennifer Garner is the first celebrity spokesperson for Max Mara.

Starting in September 2013, the campaign appears in Vogue, Harper's Bazaar, Elle, W, InStyle, The New York Times, and the International Herald Tribune.