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Max Mara fragrance launch

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2026-09-06 09:00 UTC → 2026-09-09 18:02 UTC · added ~~removed~~

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’. ~~The scent is intended to evoke feelings~~ 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 ~~comfort, strength,~~ the event on social media, noting the scenic setting and ~~modern femininity.~~ the inclusion of food and wine.

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