The protagonist of the Weekend Max Mara advertising campaign for Spring Summer 2021 is a woman who chooses to embrace a new lifestyle. Cosmopolitan, a lover of art and travel, she fulfills her dream of reconnecting to a more authentic and harmonious dimension with nature, not just during the weekend.

The passion for gardens and wild flowers, botany and bio agriculture, walks in nature, among rural landscapes and lush olive groves, become moments of gratification and personal enrichment.

The new normality passes through the rediscovery of the natural dimension, the essence of one’s well-being lies in returning to the roots, away from urban rhythms, and the choice of wardrobe changes accordingly.

Composed mainly of fine linens and cottons, the collection features skirts and trousers with soft yet elegant cuts, combined with light blouses and quilted gilets. All in a neutral color palette that, together with greens and blues, mix with tone-on-tone prints and touches of denim. To complete the look, a silk bandana or a straw cloche, which gives a retro accent. A bohemian charm inspired by Southern France is combined with British elegance, in refined accessories in nappa, raffia and delicate crochet.

Photographed by Angelo Pennetta, Jean Campbell is the protagonist of this journey from the city to the countryside, to discover a new lifestyle. Rural chic is calling.

weekendmaxmara.com