Review of Max Mara Fall 2024 Ad Campaign by Photographer Craig McDean with Models Ali Dansky, Bibi Breslin, and Luiza Perote
Max Mara writes a new chapter in a historical fashion legacy with its Fall 2024 campaign, shot by photographer Craig McDean.
Creative director Ian Griffiths drew the collection’s inspiration from the Belle Époque era, and in particular the work and strong personal style of French writer Collette, incorporating subtle historic nods as well as a sense of restraint inspired by Collette’s prose style into his consistent vision for the brand.
The campaign imagery sets the soft, precise sophistication of that design approach against the lines and edges of a contemporary urban landscape. The monumental presence of skyscrapers and office park plazas lends a sense of seriousness and professionalism that at once emphasizes the brand’s sense of sophistication and class while creating a rich visual tension with the softness of the material palette.
Max Mara’s campaigns are always direct, clean, and simply elegant, creating a strong sense of atmosphere while still favoring grounded reality over fashion fantasy. This latest campaign is another focused extension of that consistent and cohesive creative practice.
Max Mara Creative Director | Ian Griffiths
Photographer | Craig McDean
Models | Ali Dansky, Bibi Breslin, Luiza Perote
Stylist | Tonne Goodman
Hair | Orlando Pita
Makeup | Diane Kendal