Max Mara

Sep 2023

Max Mara leans into a masterclass of structural elegance for its Fall 2023 advertising campaign, opting for a restrained visual narrative that prioritizes tactile luxury over excess. Shot by photographer Ethan James Green, the campaign trades elaborate set design for a seamless, neutral grey backdrop, ensuring the full weight of the creative focus rests on the interplay of earth-toned textiles and precise tailoring. Under the sharp creative direction of Ian Griffiths and Magnus Berger, the editorial project channels a sophisticated, minimalist aesthetic that allows the house’s iconic camel and chocolate wools to take center stage. Models Imaan Hammam and Karolina Spakowski move through the frames with a poised, rhythmic chemistry, their styling—curated by Tonne Goodman—accentuated by unexpected industrial details like rugged combat boots and wide leather corset belts. The clean, studio strobe lighting elevates the collection’s layered seasonal textures, imbuing every image with a high-end commercial polish that feels both classic and distinctly modern. With hair by Lucas Wilson and makeup by Mark Carrasquillo leaning into sleek, polished grooming, the campaign avoids the superfluous, instead relying on the raw strength of the garments themselves. This work serves as a definitive statement on contemporary luxury, successfully translating the heritage of the brand into a series of stark, high-impact compositions that demand a focused look at the craft beneath the surface.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion