Max Mara

Feb 2026

Max Mara presents the Spring 2026 ad campaign, a series of editorial images that blend sophisticated tailoring with a theatrical, atmospheric aesthetic. The campaign leans into a moody, painterly visual narrative, utilizing elaborate garden-inspired set design to frame the collection’s neutral tones and structured silhouettes. The project was captured by photographer Craig McDean with creative direction by Jacobs+Talbourdet-Napoleone. The visual environment was developed by set designer Stefan Beckman, featuring dense foliage, misty ground effects, and ornate floral arrangements. Stylist Tonne Goodman curates the collection’s clean lines, with hair by Shay Ashual, makeup by Mark Carrasquillo, and manicures by Megumi Yamamoto. The editorial work, which also features model Mia Armstrong, utilizes techniques including chiaroscuro and polished studio-controlled lighting to emphasize garment detail.

Editorial, Horizontal, Clean, Moody

Luxury Fashion Houses

Set-dressed

Advertising Campaign