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  • MMFG

Living in the Weekend Max Mara

The Spring-Summer 2023 Adv Campaign

A message of positivity, the expression of a free mindset comes out from the Weekend Max Mara SS2023 advertising campaign : Living in the Weekend is an attitude to life. Walking on the streets of London, dense with people and places, this season’s Weekender is always on the move. Immersed in the atmosphere of the city and making the most of what it has to offer. A vision and the vibes of a perfect weekend are projected throughout her everyday life. With a collection designed to accompany all her plans. She experiences the city as she does the countryside with the very same attitude that she adopts wherever she goes. Lensed by photographer Nadine Ijewere, teamed with stylist Kate Phelan, the campaign features model Beauise Ferwerda who embodies the brand’s vision for Spring Summer 2023.

Captivating looks involve mix and match prints on skirts, tops, dresses and scarves that even adorn the iconic Pasticcino Bag, a bright blue pantsuit with contrast accessories, new denim silhouettes and colourful striped oversize knitwear. Stand-out pieces are the latest reinterpretations of the classic trench coat, a brand signature garment and protagonist of every collection. Accessories come big and bright. Think yellow, orange and green.

London, September 2022

Fotografia: Nadine Ijewere

Stylist: Kate Phelan


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