Max Mara presents the Icons 2025 campaign, capturing the label’s signature outerwear aesthetic within an urban setting. Featuring model Edie Campbell, the project centers on the brand's iconic teddy coat, layered with textural knitwear.
Photographed by Oliver Hadlee Pearch, the imagery utilises natural light to highlight the scale and volume of the pieces. Stylist Emmanuelle Alt curates the look, set against a backdrop of historic European stone architecture that leans into a classic, commercial visual identity.
