Max Mara launches first fragrance inspired by iconic coats

Max Mara has launched its first fragrance, Le Parfum Eau de Parfum, inspired by the brand’s iconic teddy and camel coats. The scent is described as an ‘invisible coat,’ designed to evoke the warmth and luxury of the brand’s signature outerwear.

Actress Florence Pugh is the face of the new campaign. Pugh noted that the fragrance ‘actually smells like cashmere’ and expressed her honor in working with a brand she has admired since childhood. The scent features a blend of sandalwood, cedarwood, tuberose, and vanilla, aiming to fuse masculine and feminine elements.

The fragrance bottle is designed to echo the silhouette of the brand’s double-breasted Icon Coats. Early consumer reviews have been positive, with users noting its richness and suitability for fall and winter seasons.