Max Mara Spring 2024 Campaign: Utilitarian Chic

Joanna Elizabeth

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Published February 24, 2024

Max Mara Spring 2024 Campaign
Karolina Spakowski poses in an amber wrap coat for Max Mara’s spring-summer 2024 campaign. Photo: Craig McDean

Max Mara’s spring-summer 2024 campaign heralds a fusion of 1940s Women’s Land Army aesthetics and Italian glamour, creating a fusion of resilience and elegance. The advertisements, lensed by Craig McDean, showcase a powerful lineup with models He Cong, Felice Nova Noordhoff, and Karolina Spakowski.

Max Mara Spring/Summer 2024 Campaign

Felice Nova Noordhoff and He Cong model textured knits and tailored separates for the Max Mara spring 2024 campaign.
Felice Nova Noordhoff and He Cong model textured knits and tailored separates for the Max Mara spring 2024 campaign. Photo: Craig McDean

The season’s narrative unfolds in a pared setting, emphasizing the collection’s homage to utilitarian chic. Workwear transforms into timeless style with wrap coats, fitted dresses, and tailored trousers, cutting a sharp silhouette.

The Max Mara color story is a subtle nod to the past, with a palette rooted in shades of beige, navy, white, and black, disrupted by vibrant bursts of pink and purple, signifying the collection’s fresh take on classics.

Contrasting textures and bold leather accessories headline Max Mara's spring-summer 2024 advertisement.
Contrasting textures and bold leather accessories headline Max Mara’s spring-summer 2024 advertisement. Photo: Craig McDean

Stylist Tonne Goodman skillfully complements the ensembles with block-heeled sandals and crossbody bags that pair well with the collection’s functional elegance. Echoing the garments’ clean lines, beauty is understated.

Elegance meets edge with floral prints and billowing silhouettes in Max Mara's spring-summer 2024 campaign.
Elegance meets edge with floral prints and billowing silhouettes in Max Mara’s spring-summer 2024 campaign. Photo: Craig McDean

Hairstylist Orlando Pita crafts matching low chignons, while makeup artist Diane Kendal favors a minimalist approach, letting the collection’s inherent sophistication shine. This collection follows the footsteps of the Italian label’s Teddy coat anniversary, building on a legacy of understated luxury.


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