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Max Mara: The Quiet Approach

Throughout its history, the brand has stood by a precise and consistent image.

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Special Issue
WWD Milestones issue 10/05/2011

Some brands equate advertising with controversy, but that’s not the Max Mara way.


Throughout its history, the brand has stood by a precise and consistent image and refrains from any such provocation.


“Season after season, we aim to create international, recognizable advertising campaigns that are immediately linked to our brand,” explained Giorgio Guidotti, worldwide president of public relations and communications for Max Mara Group. “This is increasingly important, because we face an enormous world full of different voices.”


To reach this goal, Max Mara has over the years worked with a number of top artists and photographers, asking them to give their own interpretation of the brand.


“We like to establish a dialogue with photographers,” added Guidotti. “And it’s always exciting to challenge them to deliver a fresh, new vision of the brand.”


Here’s a recap of  Max Mara’s campaigns through the decades.

Early days: Conceptual artist Erberto Carboni creates the first Max Mara ad campaign in 1958. The result is a colorful, quirky poster where oversize scissors appear to be cutting a smiling woman, who is holding a woodpecker while wearing a blue Max Mara two-piece suit.

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