# Max Mara fragrance launch

> Live situation record from CLSTR: https://clstr.news/situations/max-mara-fragrance-launch
> Updated: 2026-09-09T08:34:06.000Z. Sources: 11. Developments: 4.

Italian fashion house Max Mara has expanded into the fragrance market with the launch of its first scent, ‘Le Parfum’. Developed in collaboration with Shiseido, the fragrance was created by perfumers Fabrice Pellegrin and Marie Salamagne to coincide with the brand’s 75th anniversary.

The scent is inspired by the maison’s iconic outerwear, specifically the 101801 coat, and is described as an ‘invisible coat’ designed to evoke the warmth of cashmere. The olfactory profile includes notes of tuberose, sandalwood, cedarwood, vanilla, and cashmere wood. The product features a bottle design that echoes the silhouette of the brand’s double-breasted Icon Coats.

Hollwood actress Florence Pugh serves as the face of the campaign. In an interview conducted in Rome, Pugh expressed that she feels ‘deeply honored’ to represent the Italian fashion house, noting that the fragrance ‘actually smells like cashmere’. 

To celebrate the official launch, a gala event was held in Venice. Pugh attended the celebration wearing an embellished nude Max Mara outfit, featuring a shimmering bronze and champagne makeup look. She shared her experience of the event on social media, noting the scenic setting and the inclusion of food and wine.

## Timeline

### 2026-09-09: Florence Pugh attends Max Mara perfume launch in Venice

Florence Pugh attended a Max Mara perfume launch gala in Venice, wearing an embellished nude ensemble and shimmering makeup.

3 sources. https://clstr.news/cluster/florence-pugh-attends-max-mara-perfume-launch-in-venice

### 2026-09-06: Florence Pugh named face of Max Mara’s new fragrance

Actress Florence Pugh is the new face of Max Mara’s ‘Le Parfum’, a fragrance designed to evoke strength and comfort through notes of sandalwood, vanilla, and cashmere wood.

2 sources. https://clstr.news/cluster/florence-pugh-named-face-of-max-maras-new-fragrance

### 2026-09-02: Max Mara launches first fragrance inspired by iconic coats

Max Mara has released its first fragrance, Le Parfum, fronted by Florence Pugh. The scent is inspired by the brand’s iconic coats and is described as smelling like cashmere.

2 sources. https://clstr.news/cluster/max-mara-launches-first-fragrance-inspired-by-iconic-coats

### 2026-08-24: Max Mara launches first fragrance Le Parfum

Max Mara has launched its first fragrance, ‘Le Parfum’, a woody and floral scent inspired by its iconic 101801 coat and developed in collaboration with Shiseido.

4 sources. https://clstr.news/cluster/max-mara-launches-new-fragrance-le-parfum

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Cite as: Max Mara fragrance launch. CLSTR, https://clstr.news/situations/max-mara-fragrance-launch