Max Mara: ICON COATS FW22

Max Mara has created a 360° campaign celebrating its Iconic Coats.

For more than 70 years, fashion, creativity and innovation have defined the Max Mara brand. At the heart of this legacy are four timeless coats: 101801, Manuela, Ludmilla and Teddy.

Over the course of decades Max Mara coats have achieved a status that transcends trends.

A Max Mara coat becomes part of the wearer's unique story.

A Max Mara coat slipstreams your individuality.

And so, inclusivity and universality are the instinctive focus of this new campaign. It celebrates diversity in body, age and origin. It throws a spotlight on the experiences of real people regardless of who they are or where they come from.

Four ambassadors challenge the conventions of fashion and beauty with their powerful presence: Quinn Mora in 101801, Sora Choi in Manuela, Malgosia Bela in Ludmilla, Anok Yai in Teddy.

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Image: Quinn Mora in 101801 | Courtesy of Max Mara

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Image: Sora Choi in Manuela | Courtesy of Max Mara

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Image: Malgosia Bela in Ludmilla | Courtesy of Max Mara

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Image: Anok Yai in Teddy | Courtesy of Max Mara

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The voice-over highlights impediments that each individual was told would hold them back in life: 'They said I wouldn't fit. They said I don't deserve. They said I couldn't.'

What all four share is how they have taken these impediments and turned them into a strength.

They have become MORE THAN what people expected them to be.

Their coats are highly recognisable. And, on each, their Max Mara coat becomes a unique expression of individuality - an affirmation of their personality. What emerges is that each character has great energy, style and, above all, a rich inner life.

Style and creativity. Integrity and reliability. Inclusiveness and quality. Innovation and protection. These are the values that define the Max Mara ideal.

In line with these, the emphasis of this campaign is on social aspiration, self-expression and community underpinned by responsible messaging through the medium of truly memorable images.