Max Mara

Sep 2025

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.

Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion