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Weekend Max Mara – ADVERTISING CAMPAIGN Spring Summer 2020

Shot inside the National Gallery of Modern and Contemporary Art in Rome, the Weekend Max Mara SS 2020 Campaign underscores the sophisticated clash between tradition and currency that bonds art and fashion.

Framed by a curated selection of artworks, the protagonist is a self-confident, contemporary woman who chooses modern classics to make a statement.

Casually elegant yet sophisticated. A modern traveler who opts for an escape in culture on an idle summer day. Her wardrobe is versatile, neat and a little eclectic.

She plays with contrasts by mixing typically masculine materials and shapes with feminine prints, silhouettes and fabrics. Impeccable tailoring is worn over breezy dresses, beribboned blouses and pajama trousers.

Dresses are fresh and crisp in vibrant spicy hues and icy blues.

Caftans recall exotic destinations, stripes are quintessentially marine chic while a macro Vichy pattern nods at sunny Provence.

Shot by Ethan James Green, the campaign stars Giedre Dukasuskaite who embodies the forward-thinking, easygoing spirit of the new Weekend Max Mara collection.

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