Max Mara

Oct 2025

Weekend Max Mara introduces the Fall/Winter 2025 campaign, titled "Scandinavian Diary." Captured by photographer Quentin De Briey, the imagery draws on a cozy, rural aesthetic set against the backdrop of snowy Nordic landscapes and traditional timber cottages. The project, which benefits from creative direction by Macs Iotti and fashion styling by Kate Phelan, features model Vanessa Warg in a series of layered, textured ensembles. The collection showcases heavy knits, corduroy trousers, and structured outerwear, leaning into an earthy and nostalgic visual palette defined by natural light and soft, overcast diffusion. Key pieces from the seasonal offering, including a quilted coat and classic trench styles, are highlighted in outdoor settings ranging from snow-dusted wooden piers to golden meadows. The campaign relies on commercial and editorial techniques to emphasize a tactile, winter-focused wardrobe.

Vertical, Commercial

Natural light

Luxury Fashion Houses

Advertising Campaign