Max Mara
Max Mara's refined luxury fashion campaigns, crisp outerwear and iconic tailoring
Featured Max Mara projects
This week's top Max Mara projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Max Mara · Spring 2026 Ad Campaign
The Max Mara Spring 2026 ad campaign centers on a series of editorial images that explore the intersection of structured tailoring and theatrical artifice. Captured by photographer Craig McDean, the campaign features model Mia Armstrong within a series of lush, painterly garden environments crafted by set designer Stefan Beckman. The compositions utilize low-lying fog and dramatic, moody lighting to ground the brand's signature neutral trench coats and precision-cut suiting against dense, romantic foliage. Creative direction by Jacobs+Talbourdet-Napoleone defines the visual narrative, which balances clean, commercial clarity with atmospheric depth. Styling by Tonne Goodman elevates the collection with sophisticated accessories, while grooming details from hair artist Shay Ashual and makeup artist Mark Carrasquillo emphasize a sharp, polished aesthetic. These images leverage chiaroscuro techniques and an earthy palette to highlight the fabric and form of each garment.
Project Max Mara · Fall 2025 Ad Campaign
For the Max Mara Fall 2025 ad campaign, the brand leans into a raw, atmospheric narrative that celebrates the quiet strength of the modern woman. Under the vision of creative director Ian Griffiths, the campaign captures an evocative mood that bridges luxury fashion and the untamed elements of nature. Photographer and director Craig McDean masterfully frames model Angelina Kendall against vast, moss-covered moorlands and windswept rocky terrains, creating a visual dialogue between structured high-end tailoring and the desolate, stormy horizon. The aesthetic relies heavily on cinematic natural light, which serves to amplify the intricate textures of shearling, wool, and leather against a backdrop of skeletal vegetation and heavy, moody skies. The styling, curated by Tonne Goodman, emphasizes a bold monochromatic approach, where every ensemble feels like an extension of the rugged landscape itself. With the addition of soft, windswept hair by Garren and precise, understated makeup by Mark Carrasquillo, the portraits retain an editorial edge that feels both grounded and aspirational. By integrating set design by Stefan Beckman, the imagery avoids the sterile studio environment in favor of a visceral, immersive experience. This collection of work successfully positions the Max Mara aesthetic within a timeless, cinematic framework, highlighting a sophisticated balance of form, function, and raw, elemental elegance that resonates throughout each frame.
Max Mara · Max Mara Holiday 2025 Campaign
Max Mara presents its 2025 holiday campaign, featuring model Dorit Revelis in a series of intimate, studio-based portraits. The imagery leans into a festive, seasonal narrative, capturing textured outerwear, knitted accessories, and precise tailoring through a lens of clean, warm-toned photography. Photographer Jean-Baptiste Talbourdet-Napoleone leads the visuals, supported by fashion styling from Virginie Benarroch. The production employs a live-action technique, integrating continuous motion elements like falling glitter and snow to frame the collection's focus on material detail and seasonal aesthetics.
Max Mara · Brand Values Fall / Winter 2024
Max Mara presents its Fall/Winter 2024 campaign, a fashion project that captures a subject navigating urban streetscapes. The work highlights the brand's seasonal collection, featuring a tailored camel coat and a black handbag through live-action footage. The film utilizes dynamic camera angles and low perspectives to emphasize architectural backdrops. Produced by Partner Films New York, the campaign narrative is integrated through the use of on-screen subtitles and a clean aesthetic.
Project Max Mara · The Cube Autumn/Winter 2025
Max Mara highlights the functional elegance of its The Cube Autumn/Winter 2025 collection through a series of studio campaign portraits. The visuals focus on the brand's sophisticated outerwear silhouettes, showcasing technical quilted fabrics, voluminous puffers, and tailored layering against clean, neutral architectural backgrounds. Creative direction by Jean-Baptiste Talbourdet-Napoleone and Lolita Jacobs centers on a minimalist aesthetic, utilizing soft lighting to emphasize the tactile quality of the textiles. Photographed by Deo Suveera and Pamela Dimitrov, the campaign employs a clean and polished approach, incorporating typography directly into the composition. Fashion editor and stylist Alexandra Carl curates the collection’s tonal palette and structural details to define the season’s look.
Project Max Mara · Max Mara "The Inner Life" FW24
Max Mara presents The Inner Life FW24, a luxury fashion campaign that centers on the structural integrity and textile density of the season's collection. Captured against a minimalist, high-key studio background, the series highlights sculptural silhouettes and architectural layering through precise, editorial compositions. Photographer Pier Nicola Bruno employs bright, even lighting to emphasize the textures of heavy wool and knit outerwear. The campaign features model Nyaduola Gabriel, focusing on the refined geometry of cowl-neck sweaters and belted wrap coats. This series leans into a clean, monochromatic aesthetic that prioritizes the material form of the garments.
Project Max Mara · Max Mara Lookbook SS24
Max Mara presents its SS24 lookbook, a series of studio portraits showcasing the season's focus on structured tailoring and utility-inspired silhouettes. The project leans into clean, editorial photography to highlight the tactile details of the collection, from rust-toned woven textures to crisp, high-waisted tailoring. Photographer Chris Colls utilizes soft, directional lighting against a neutral grey backdrop, creating a consistent aesthetic across the series. Fashion editor Tonne Goodman leads the styling, with Abény Nhial featured as the model throughout the lookbook.
Max Mara · Brand Values Fall / Winter 2024
Max Mara presents the Fall/Winter 2024 campaign, a fashion film exploring themes of individuality and personal journey. Through a series of low-angle tracking shots, the narrative follows a subject traversing urban environments, bridging the aesthetic between modern architecture and traditional city landscapes. The commercial production utilizes a live-action technique, capturing the subject in motion to underscore the collection's focus on structured outerwear and accessories. The visual language maintains a warm palette, set against the cool contrasts of an open sky to highlight the movement of the featured garments.
Max Mara · I am More Than These Words
Max Mara presents 'I am More Than These Words,' a luxury fashion campaign featuring a diverse cast in the brand's iconic camel and teddy coats. The film cycles through studio settings and urban landscapes, focusing on the intricate textures of the outerwear and the sharp, tailored silhouettes of the collection. With production support from Consulate and Holmes Production, the campaign utilizes a clean, warm aesthetic to highlight the garment details. The visual narrative leans into editorial portraiture and live-action techniques to emphasize individual movement and confident styling against neutral architectural backdrops.
Project Max Mara · MAX MARA FW25 CATALOGUE
The Max Mara FW25 catalogue features a series of portraits and full-length shots that highlight the collection's focus on fluid tailoring and texture. Photographer Chris Colls directs the visual narrative, capturing the garments against minimalist studio backdrops to emphasize silhouette and construction. Fashion editor Tonne Goodman leads the styling, layering rich, earthy tones and varied fabrics—from lustrous satin to tactile wool—with leather accessories. Model Laura Savy anchors the project, which leans into a polished, commercial aesthetic defined by clean lighting and architectural composition.
Project Max Mara · Max Mara Atelier Fall/Winter 2025
The Max Mara Atelier Fall/Winter 2025 collection presents a refined study in tactile luxury and sculptural tailoring. Photographed by Senta Simond, the campaign leans into a monochromatic and earth-toned palette, highlighting the architectural weight of heavy wools, shearling, and structured leather outerwear. Each look emphasizes clean, minimalist silhouettes through oversized fits, high collars, and precise layering. Fashion editor and stylist Alexandra Carl curates the collection’s aesthetic, pairing heavy coats with sleek underlayers and thoughtful accessories. The editorial photography employs natural light and soft, diffused studio lighting to accentuate the texture of the garments against sparse, white-walled interiors, maintaining a focus on contemporary elegance.
Project Max Mara · Max Mara Whitney Bag Campaign 2025
Max Mara presents the 2025 campaign for the Whitney Bag, featuring model Edie Campbell in an urban-focused series. Shot on location against European architectural backdrops, the imagery leans into a polished aesthetic that emphasizes the structured leather handbag alongside tailored outerwear. Photographer Oliver Hadlee Pearch utilizes natural light and analogue film techniques to capture the collection. Creative direction is led by Jean-Baptiste Talbourdet-Napoleone and Lolita Jacobs, with fashion styling by Emmanuelle Alt. The campaign utilizes a warm color palette to define the seasonal look.
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