Max Mara launches Le Parfum fragrance in Athens

To celebrate 75 years of creative history, the fashion house Max Mara has introduced its first olfactory creation, Max Mara Le Parfum. The brand hosted a sensory experience at the Cycladic Art Museum to showcase the inspiration behind the scent.

The fragrance is inspired by the iconic 101801 camel coat, a symbol of the house’s identity. Designed to act as an ‘invisible coat’ that embraces the skin, the perfume aims to convey confidence and dynamism. The presentation at the museum featured three distinct areas, including a space dedicated to the brand's heritage and an atmospheric atelier where artist Pavlina Bekraki created portraits for guests.