Max Mara Introduces Le Parfum with campaign fronted by Florence Pugh
Italian ready-to-wear brand Max Mara has unveiled Le Parfum – a new signature a woody-floral fragrance for women with Academy Award-nominated actress Florence Pugh as the face of the campaign.
Marking the brand’s official, high-profile return to Perfumery, it is the very first creation born from their 2024 partnership with Shiseido. Designed to mimic an ‘invisible coat’ on the skin, Le Parfum translates Max Mara’s tactile heritage into a sensory, evocative dimension. Exploring femininity with a masculine twist, it fits like a second skin, capturing the discreet authority that defines the Max Mara woman.
Details of Max Mara’s Le Parfum
The Fragrance
– Notes: Tuberose (Top Note), Vanilla (Heart Note), Sandalwood and cedarwood (Base Notes)
– Character: A warm, enveloping, and sensual skin scent designed to feel like an ‘olfactive coat’ reminiscent of the brand’s iconic tailoring and cashmere trench.
– entirely vegan, formulated with 90% ingredients of natural origin,
The Bottle
– An architectural silhouette of perfect proportions, entirely made of glass, with a lacquered belt at its centre, the bottle directly evokes the Max Mara coat
– A sculptural glass flacon featuring a lacquered belt cinched at the center and topped with a gold couture button
– Designed to be refillable, it comes in multiple formats, including 35 ml (Travel-friendly standard spray bottle), 50 ml (structural glass bottle with pleats), and 100 ml (Refillable flagship size).
The Campaign
Photographed by Mario Sorrenti, the campaign reveala a quiet strength and a subtle sensuality. It embraces confidence and authenticity, portraying that precise moment when a woman knows she’s ready, perfectly aligned with herself. Not because she has changed, but because she is fully herself. With her natural confidence, authenticity and distinctive presence, Pugh embodies a modern vision of femininity that resonates deeply with the values of Max Mara.
Priced between Eur 87 – 174, Max Mara’s Le Parfum is available now in-store and online. Check out the campaign images here.
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