Florence Pugh Fronts the New Max Mara Parfum

Fashion brand Max Mara celebrates its 75th anniversary with an all-new fragrance. The campaign stars Florence Pugh, who embodies the Max Mara ideals of a grounded, charismatic woman who is unmistakably herself. 

Le Parfum by Max Mara translates the timeless elegance of the signature 101801 Coat into scent. 

The Le Parfum bottle directly evokes the Max Mara coat. An architectural silhouette of perfect proportions, entirely made of glass, with a lacquered belt at its center, as though matter bends to the will of the wearer, revealing elegant pleats. 

The features and details of the original coat have been finely tuned to create this spectacular object, from the emblematic stitching on the belt and the camel signature color to the gold accents and the button on top of the spray cap. 

The cardboard case also bears Max Mara’s emblematic codes: a camel-colored monogrammed pattern reminiscent of the coat’s silky lining, an elegant golden ‘M’ on the top, and a white label bearing the signature stitch, as though it had been delicately sewn onto the case.

The fragrance was created in collaboration with renowned DSM-Firmenich perfumers, Fabrice Pellegrin and Marie Salamagne, and crafted from the finest ingredients.

Building around an abundance of musky woods — sandalwood and cedarwood — the duo of perfumers has chosen tuberose, vanilla, and benzoin to create a highly textured olfactory signature. 

The scent unfolds with quiet persistence, leaving a lasting impression that gently inhabits the skin over time.

The global campaign was photographed by Mario Sorrenti. In Sorrenti’s hands, Le Parfum – the “invisible coat” – becomes a state of being. The campaign captures that precise moment when a woman knows she’s ready.