This year marks the 75th anniversary of fashion house Max Mara. Synonymous with its clean-lined silhouettes and fluid, yet impeccably structured designs, the Italian maison has established itself as a leader in luxury craftsmanship, creating pieces that embody understated refinement and timeless elegance.
Yet even the most established houses must evolve. As Max Mara enters its next chapter, the maison is expanding its creative sphere into the world of fragrance, infusing its heritage into a new olfactory dimension with the help of Shiseido.
Just as a garment can become a second skin for its wearer, this same philosophy forms the foundation of Max Mara’s Le Parfum. Transcending the physical form of sartorial design, the maison enters the sensory realm, creating a new expression of its signature aesthetic through scent – a second skin that is invisible, yet powerful.
And what better way to conjure a fragrance than through a design that has achieved true sartorial icon status: the 101801 Coat. Just as this streamlined silhouette envelops the figure, fragrance has the impact to envelop the senses, creating an intimate and invisible layer.
Designed by late founder Achille Maramotti, the 101801 Coat reimagined the codes of menswear tailoring through a distinctly feminine lens. Its generous proportions and fluid lines have made it an enduring emblem of Max Mara’s design — a natural starting point for translating the maison’s sartorial language into fragrance.
Encased in a glass bottle inspired by the distinctive silhouette of the 101801 Coat, Le Parfum translates Max Mara’s sartorial codes into its design. At its centre, a camel-coloured lacquered belt wraps around the bottle, embellished with the coat’s emblematic stitching, while touches of gold accent the design, including the button atop the spray cap.
The bottle carries the brand’s essence both physically and metaphorically, embodying the Max Mara woman through an alluring olfactory expression. Much like the coveted coat itself, the fragrance strikes a balance between femininity and a subtle masculine undertone. The fragrance also translates some of the maison’s most emblematic fabrics —from soft wool drapery to crisp cotton twill – into scent.
This has been mastered through perfumers Marie Salamagne and Fabrice Pellegri. The fragrance opens with the warm, woody notes of sandalwood and cedarwood, before unfolding into a creamy heart of tuberose. A velvety trail of vanilla completes the composition with soft, sensual scent.
Le Parfum is available in 50 ml, 100ml and 150 ml formats, all designed to be refilled. Just like cashmere against the skin, the fragrance is like a comforting cocoon that is quietly luxurious. Just take a look at the campaign star, none other than Florence Pugh.
Photography by Max Mara.
