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SUMMER HIDEAWAY

The Spring Summer 2022 Weekend Max Mara Adv Campaign

The future is simplicity. The essence of elegance. Full of significance but devoid of any excess, all elements seem to fall into place in a landscape made beautiful by less rather than more. Colours, patterns, lines and materials all reflect the desire to work only on the true and meaningful. The Weekend Max Mara Spring Summer 2022 campaign embodies the essence of simple beauty. Set on the rocky coastline of Sardinia, the narrative portrays the protagonist, Nora Attal, in the summer wardrobe you have always wished for.

Colours, prints and shapes evoke the hues and textures of the surrounding landscape. We recognize the shades of the rocks and sand, the different blues of the sea, the wild flowerers. Outfits range from a light trench coat to summery knitwear, a striped two-

piece, flamboyant floral and micro Vichy check midis as well as a long shirt dress. All accessorized with belts, bangles and the latest editions of the brand’s iconic Pasticcino Bag as well as new season designs.

The collection is a melting pot of cultural references with the Italian DNA of pure simple style, the Weekend Max Mara prerogative.

Lensed by photographer Eddie Wrey,model Nora Attal perfectly portrays the spirit of the campaign: Simply Beautiful.



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