Cover Photo Courtesy of Tyler Mitchell

With the cold season just around the corner, coats find their ways to our closets. And with its new Fall-Winter 2022 campaign, Max Mara is here to shed the light on 4 timeless coats that complete the House’s legacy. Focusing on inclusivity and universality, the campaign celebrates diversity in body, age and origin while bringing out the importance of the experiences of real people regardless of who they are or where they come from, and emphasizing social aspiration, self-expression and community underpinned by responsible messaging through truly memorable images.

As the voice-over highlights impediments that each individual was told would hold them back in life, 4 ambassadors challenge the conventions of fashion and beauty with their powerful presence: Quinn Mora in 101801, Sora Choi in Manuela, Malgosia Bela in Ludmilla, and Anok Yai in Teddy. In short, Max Mara re-presented some of the values that define it like creativity, integrity, inclusiveness, innovation, and a lot more.