Max Mara vs Toteme vs The Row: Which Designer Coat Should You Buy?

The short answer: buy Max Mara for the definitive camel coat and the widest choice of icon shapes, Toteme for clean Scandinavian minimalism in a straighter cut, and The Row for the most refined fabrics and the quietest silhouettes. All three are in our edit of wool and cashmere coats and every designer coat for women at Coveti.

These are the three names that come up most when women ask which investment coat to buy. They share a love of camel, black and long lines, but they are built for different wardrobes.

Max Mara vs Toteme vs The Row at a glance

Max Mara: the icon coats

Max Mara has the deepest coat edit at Coveti. The 101801, designed by Anne-Marie Beretta in 1981, is the reference camel wrap coat; the Madame has a sharper double-breasted line; the Teddy, from 2013, is plush alpaca. Read our Max Mara coats guide.

1. Max Mara Rebus Short 101801 Icon Coat in Camel

The shorter version of the 101801, easier for petite frames.

2. Max Mara Madame 101801 Icon Coat in Sand

Double-breasted with a strong lapel, for a more tailored look.

3. Max Mara Bronte Long Wool and Alpaca Teddy Coat in Black

The Teddy coat in long black, the most versatile colour.

Toteme: clean Scandinavian lines

Toteme coats are straighter and simpler, with fewer details and a modern, slightly oversized fit. See our guide to Toteme coats.

4. Toteme Signature Wool Cashmere Coat in Camel

Toteme’s signature camel coat, a cleaner alternative to the wrap.

5. Toteme Rounded Peacoat in Black

A rounded, softened peacoat for a shorter silhouette.

The Row: quiet luxury

The Row coats are long and unstructured, cut from the finest cashmere and wool, with almost no visible branding. See our edit of The Row coats.

6. The Row Emma Coat

Cashmere and wool, long and fluid.

7. The Row Jordane Coat

Cashmere with shearling, for The Row’s take on a winter coat.

Which one should you buy?

• First investment coat: Max Mara 101801 in camel.
• Minimal, modern wardrobe: Toteme signature coat.
• The softest fabric and the quietest look: The Row.

Frequently asked questions

Is Max Mara better than Toteme?

Neither is better; they suit different wardrobes. Max Mara has more heritage and icon shapes, while Toteme is cleaner and more minimal.

Which Max Mara coat is the most classic?

The 101801 wrap coat in camel, designed by Anne-Marie Beretta in 1981 and still in production.

Are The Row coats worth it?

For quiet luxury dressing, yes. The fabrics and finishing are among the best available, and the shapes do not date.

How do Max Mara coats fit?

Max Mara coats are generous, especially the wrap styles, so many women size down; check the fit note on each product page.

Which is best for petite women?

A shorter style such as the Max Mara Rebus Short 101801 and the Toteme peacoat suits a petite frame best.