The Weekend Max Mara Fall/Winter 2025 campaign, titled Scandinavian Diary, frames a series of editorial images within a rural winter setting. Featuring model Vanessa Warg, the project channels a nostalgic aesthetic through its use of natural light and earthy color palettes.
The imagery showcases the collection’s focus on layered knitwear, corduroy textures, and seasonal outerwear, captured against snowy landscapes and traditional Nordic wooden architecture.
Photographer Quentin De Briey leads the visual execution, with creative direction by Macs Iotti and styling by Kate Phelan. The campaign highlights a commercial approach to seasonal fashion, utilizing the contrast between cozy, warm interiors and expansive, snow-dusted outdoor environments.
