Max Mara

Mar 2025

Max Mara explores the tension between structural precision and organic fluidity in its Spring 2025 ad campaign, a masterclass in luxury fashion house aesthetic. Photographed by Craig McDean, the series leans into a refined editorial minimalism that elevates the brand's heritage of tailoring to new architectural heights. Central to the visual narrative is model Vittoria Ceretti, whose poised, direct presence provides a sharp focal point against a landscape of vertical panels. The set design, orchestrated by Piers Hanmer, utilizes matte textures and geometric blocking in shades of soft pink, cream, and dusty rose to frame the collection’s clean lines. Under the creative direction of Ian Griffiths, the project achieves a seamless cohesion where the studio strobe lighting highlights the tactile depth of ribbed knits, crisp shirting, and supple leather accessories. Stylist Tonne Goodman curates an ensemble that emphasizes wearable sophistication, while the collaborative efforts of hair stylist Esther Langham and makeup artist Mark Carrasquillo reinforce the campaign’s polished, modern identity. By integrating a commercial sensibility with elevated portraiture, the work captures a sense of composed confidence. The use of natural light accents, when present, adds a subtle softness to the otherwise rigorous structural composition, resulting in a campaign that feels both timeless and distinctly forward-looking, grounding the high-fashion narrative in a tangible, expertly crafted reality.

Editorial, Vertical, Commercial

Studio strobe

Luxury Fashion Houses, Fashion