Max Mara is synonymous with camel. For decades, the brand’s legendary coats have been made with sustainable fibers obtained from the natural shear of the camel. However, the packaging of the garments produces textile waste which, thanks to the upcycling process, is recovered to give rise to Cameluxe, a very fine material used as padding for a new generation of The Cube, Max Mara’s modular outerwear system.
The scraps of camel wool are processed into very fine fibers, then combined with recycled polyester. This extremely resilient padding, made in Italy, creates a luxurious layer of invisible material that protects against the elements.
Cameluxe gives new life to valuable materials that would otherwise be unused, thus reducing energy and water consumption, waste production and CO2 emissions. Certified by the Textile Exchange for compliance with the Global Recycling Standard, Cameluxe offers a new perspective in the current debate on sustainability in the fashion world.
Max Mara designed its Fall / Winter 2021 global advertising campaign taking a completely new approach, creating video portraits of women seen from the perspective of an all-female team, to emphasize that the working method and the values in which it believes are as important as the product itself. The result is a series of videos entitled “Portraits of Women”.
Portraits of Women takes pictures of two women in two opposite points of the planet. Tracing a dualism centered on the ritual of dressing, both protagonists prepare to wear their The Cube coats before facing the world.
In the videos, the two women are reflected in a moment of authentic vulnerability. The narrator tells the story in the first person.
The series, conceived and directed by Tracy Doyle, begins at 8:00 am in New York, where Helena Suric, Senior Director of Talent for Vogue and Condé Nast, is picked up by director of photography Dagmar Weaver-Madsen. The series then moves to Chengdu, China at 8pm, where Jasmine Xie, CEO of Nova Universal, is filmed by director of photography Cecile Zhang.
The Cube collection with Cameluxe padding for Fall / Winter 2021 includes ten items: a short and a long vest, two hooded sweatshirts, five coat models and a jacket. The colors of the collection are caramel, ice, charcoal gray, black and dark blue.
The collection is available in boutiques and online at maxmara.com.