Max Mara celebrated the launch of its new fragrance, Max Mara Le Parfum, during the 83rd Venice International Film Festival, bringing together an international gathering of talents and content creators for an immersive fragrance discovery experience in the evocative setting of Venice.
The Orto Giardino del Redentore hosted a sensory and olfactory journey through every nuance of the fragrance for all guests. This was followed by an intimate candlelight dinner at the Chiostro della Madonna dell’Orto, with the special participation of actress Florence Pugh, the face of the Max Mara Le Parfum campaign.
“When you’re ready, you’ll know” is the claim of the campaign, in which the actress wears the new iconic “Ready” coat with confidence and absolute elegance. Like the coat, the fragrance becomes an invisible layer of identity, a second skin designed to envelop and empower.
Max Mara Le Parfum reinterprets the House’s Italian savoir-faire through a sophisticated blend of sensual tuberose and vanilla, enriched by the warm, enveloping notes of cedarwood and sandalwood.
