Max Mara

Sep 2026

Max Mara presents the "READY COAT" project, a fashion editorial series highlighting the brand's iconic outerwear. The campaign focuses on the classic camel wool coat, captured through a sophisticated lens that emphasizes structured tailoring and material texture against minimalist urban architecture. Photographer Ivana Micic delivers a consistent aesthetic across the series, utilizing natural light to ground the subjects in earthy, warm tones. Rena Semba provides fashion styling, pairing the belted wool wraps with dark turtlenecks to maintain a clean, monochromatic silhouette. The editorial incorporates varying treatments, ranging from high-contrast black-and-white portraiture to textured colour frames, leaning into an analogue film quality.

Vertical, Clean, Editorial

Natural light

Luxury Fashion Houses

Advertising Campaign