Max Mara

'More than a Coat' Fall 2022 Ad Campaign

Review of Max Mara ‘More than a Coat’ Fall 2022 Ad Campaign by Creative Director Magnus Berger and Photographer Ethan James Green with models Jessica Stam, Maty Fall, Rianne Van Rompaey, and Sherry Shi

Max Mara welcomes warm dressing for the colder months with a cozy, chic, and simple campaign titled ‘More than a Coat’ for Fall 2022. The campaign features creative direction from Magnus Berger and photography by Ethan James Green.

Putting an emphasis on the cashmere knits, enveloping silhouettes, and warm neutral palette of the collection, Green captures his models in elegant and straightforward studio portraiture against a blushing beige backdrop. Either singly or in duos, his subjects meet the camera with a frank gaze and a sense of composed cool.

The campaign doesn’t offer much in the way of concept or visual complexity, but with designs like this, it doesn’t need it. It’s a fitting approach for a brand like Max Mara that has always been about thoughtfulness and excellence in design above all else, and this attitude is palpable here.

Max Mara Creative Director | Ian Griffiths
Creative Director | Magnus Berger
Photographer | Ethan James Green
Models | Jessica Stam, Maty Fall, Rianne Van Rompaey, and Sherry Shi
Stylist | Tonne Goodman
Hair | Lucas Wilson
Makeup | Kanako Takase
Manicurist | Jin Soon Choi
Casting Directors | Giulia Massullo and Piergiorgio Del Moro
Productio0n | Jenny Friedberg

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