A contemporary explorer, an independent woman. A free spirit: the protagonist of the new Weekend Max Mara advertising campaign is a citizen of the world. The inspiration of the Weekend Max Mara advertising campaign for Autumn / Winter 2020 is the desire for adventure that pushed the first explorers of the last century to go to unknown destinations, challenging social conventions. Upon returning, bags full of stories to tell and unique adventures.
An innate desire to travel, love for the beauty of nature, and the search for a deeper sense to aspire to, these are the inspirations behind the new collection for next autumn / winter – a sophisticated, casual and never banal wardrobe .
Weekend Max Mara classics are recovered from tradition and reinterpreted: the eternal contrast between formal and informal is enlivened by a British twist. Tweed and tartan are combined with knitwear and checks in warm earth tones, lit by electric blue details. Accessories complete the look – the key word is to overlap. Daring, confronting, going beyond established boundaries. Photographed by Ethan James Green with the styling of Anastasia Barbieri, Vivienne Rohner is the new face chosen to embody the spirit of adventure of Weekend Max Mara.