For a fashion house beloved for its iconic coats, Max Mara’s move into fragrance comes with a fitting idea: perfume as the final layer of getting dressed. And with Florence Pugh fronting the campaign for its debut scent, Le Parfum, the brand has found someone who wears that idea particularly well.
As the granddaughter of Max Mara founder Achille Maramotti and the third generation of her family involved in the business, fashion house ambassador Maria Giulia Prezioso Maramotti has a deep understanding of the Max Mara woman. “I have always imagined a Max Mara woman as someone who really dresses up for herself,” she says. She’s not choosing the coat, the shoes or, now, the fragrance with anyone else in mind. It’s that kind of self-assurance that the brand recognises in Pugh, making her the perfect face for the perfume.
The fragrance channels that confidence in its own way. Prezioso Maramotti describes Le Parfum as “luminous, elegant, and quietly powerful”, with tuberose absolute bringing brightness, creamy vanilla lending softness and an abundance of woods wrapping around them both.
She likens the scent to an “invisible coat”, drawing on Max Mara’s most famous wardrobe staple. It’s an idea brought beautifully to life in the campaign, where Pugh appears wrapped in the brand’s signature camel coat, Le Parfum in hand.
“A Max Mara coat gives confidence and protection without ever overpowering the woman who wears it,” Prezioso Maramotti explains. “Like a coat, perfume surrounds you, accompanies you and becomes part of your presence.” It’s less about perfume entering the room before you do, and more about the confidence of knowing it’s there.
Clothes have plenty of visible ways to make an impression, but fragrance works its magic more quietly. “It becomes part of how a person is perceived, but also how she feels,” says Prezioso Maramotti. “Perfume adds something subtle yet powerful, an invisible presence that completes the expression of a woman.”
Prezioso Maramotti points to Pugh’s own “very distinctive presence” as part of what makes her feel so at home in the Max Mara world, balancing strength with sensitivity in a way that feels true to both the house and the scent.
Perhaps that’s why the campaign feels so fitting: Pugh, wrapped in a Max Mara camel coat with Le Parfum in hand, wearing both layers in her own way.
Max Mara Le Parfum will be available in Australia in-store and online from October 4.
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