Max Mara Bottles Its Famous Coat in Its First Fragrance, Le Parfum
Florence Pugh fronts Max Mara's debut fragrance, a tuberose and sandalwood scent designed to feel like an invisible coat. It premiered in Venice.
Max Mara is a coat company at heart. The Italian house's camel 101801 coat is one of fashion's true icons, so it makes sense that its first fragrance has been designed around the same idea. Max Mara Le Parfum is pitched as an "invisible coat": something that wraps around you and moves with you.
The scent
Le Parfum blends tuberose with vanilla, cedarwood and sandalwood. On paper it is a warm, creamy floral with a woody base, the kind of scent that should feel polished rather than loud, which suits a brand built on understated luxury.
Florence Pugh
The campaign stars Florence Pugh, a smart choice for a house that dresses women who prefer quiet confidence to logo-heavy flash. The fragrance was unveiled at the 83rd Venice International Film Festival, a fitting stage for a brand with deep Italian roots.
Why it matters
Fragrance is one of the most important businesses in luxury fashion, often introducing a brand to buyers years before they can afford the clothes. For Max Mara, Le Parfum is a significant step, and a signal that it wants to reach a broader, younger audience without diluting its image.
Where to buy
Max Mara Le Parfum is available through Max Mara Australia at au.maxmara.com.
Source: Grazia. Image courtesy of Max Mara.
