Max Mara launches first fragrance Le Parfum

Italian fashion house Max Mara has launched its first fragrance, ‘Le Parfum’, marking an expansion of the brand’s creative sphere into the sensory realm. Developed in collaboration with Shiseido, the scent is designed to translate the maison’s signature aesthetic of understated refinement into an olfactory experience.

Created by perfumers Fabrice Pellegrin and Marie Salamagne, the fragrance is inspired by the brand’s iconic 101801 coat. The scent profile is described as warm, woody, and soft, featuring notes of tuberose, sandalwood, and cedarwood to evoke the feeling of wearing a cashmere coat.

The product launch coincides with the brand’s 75th anniversary. The fragrance bottle features a design that nods to the 101801 silhouette, including a camel-colored lacquered belt and gold accents. Hollywood actress Florence Pugh serves as the face of the new fragrance.