Max Mara Spring 2024 Campaign: Utilitarian Chic

More photos

More photos

Max Mara's spring 2024 campaign announces a fusion of the aesthetics of the Women's Land Army from the 1940s and Italian glamour, creating a fusion of resilience and elegance...

The photos, captured by Craig McDean, showcase a powerful lineup featuring models He Cong, Felice Nova Noordhoff, and Karolina Spakowski.

The season's narrative unfolds in a pared-back setting, emphasizing an homage to the collection's utilitarian chic. Workwear transforms into timeless style with wrap coats, fitted dresses, and tailored trousers, creating a sharp silhouette.

Max Mara's color story is a subtle nod to the past, with a palette rooted in shades of beige, navy, white, and black, broken up by vibrant strokes of pink and purple, symbolizing the collection's fresh approach to classics.

Stylist Tonne Goodman skillfully complements the ensembles with sandals and crossbody bags that pair well with the collection's functional elegance. With emphasized clean lines in the clothing, beauty is understated.

Hairstylist Orlando Pita crafts matching low chignons, while makeup artist Diane Kendal prefers a minimalist approach, allowing the collection's inherent sophistication to shine. This collection follows in the footsteps of the Italian brand's Teddy coat anniversary celebration, building on a legacy of understated luxury.

Follow us on instagram