Max Mara is marking its 75th anniversary with the launch of Le Parfum, its first fragrance created in partnership with Shiseido. The scent, arriving in stores next week, blends vanilla and tuberose and draws inspiration from the Italian fashion house’s signature 101801 coat, first introduced in 1981. Actress Florence Pugh fronts the campaign, describing her attraction to the brand’s understated confidence and calling perfume “something very personal” to her.
A Fragrance Built on Craftsmanship
Perfumers Marie Salamagne and Fabrice Pellegrin developed the juice using cedarwood, Australian sandalwood, Grasse and Guatemalan tuberose, and benzoin extract. The bottle design echoes the brand’s coat heritage with a lacquered camel belt and a gold-accented, button-shaped cap. The fragrance is refillable and will be sold in 35-, 50- and 100-ml sizes, priced between $110 and $180.
Shiseido EMEA executives Alberto Noé and Yaël Tuil emphasized the alignment between the brand’s coat legacy and the new scent, framing fragrance as a final, invisible layer of elegance added before stepping out.
A Global Rollout Strategy
Unlike past Max Mara launches that typically began in Europe, Le Parfum will debut simultaneously in the U.S. and Europe. It launches at Ulta in the U.S. and Douglas in Europe, before expanding to Macy’s, Nordstrom and Dillard’s, reaching roughly 10,000 stores across more than 50 countries. China and Japan will follow in 2027. Executives said they’re aiming for a top-three launch position in both the U.S. and EMEA markets, citing strong momentum in Italy, Germany and Spain. The campaign was shot by photographer Mario Sorrenti, who said he aimed to capture quiet, feminine strength in the imagery.