Max Mara
Fall 2024 Ad Campaign
Nov 2024
The Max Mara Fall 2024 ad campaign offers a masterclass in luxury fashion through a lens of quiet, architectural authority. Captured by photographer Craig McDean under the creative direction of Ian Griffiths, the project leans into an editorial aesthetic that celebrates the tactile richness of the collection. The imagery, which balances commercial appeal with an elevated lifestyle narrative, moves through sleek urban atriums and minimalist glass-fronted offices, emphasizing the intersection of modern structural design and sartorial craft. Models Ali Dansky, Bibi Breslin, and Luiza Perote anchor the campaign with composed, mid-stride confidence, bringing movement to heavy wool coats, cable-knit ensembles, and sharp leather tailoring. The production utilizes a sophisticated interplay between studio strobe lighting and natural light to highlight the depth of the monochromatic color palette, ranging from deep charcoals to rich camel tones. With hair by Orlando Pita and makeup by Diane Kendal, the styling remains intentionally clean and precise, allowing the intricate ribbed waists and oversized silhouettes to take center stage. Styled by Tonne Goodman, the visual language reads as a study in contemporary minimalism, where the geometric precision of the environment perfectly mirrors the sharp, boxy cuts of the garments. Ultimately, this series captures a defined, polished energy that reinforces Max Mara’s legacy of blending functional luxury with high-concept design.
Editorial, Lifestyle
Studio strobe, Natural light
Luxury Fashion Houses, Fashion
