Everyday Heroes

This year marks 40 years of MAX&Co, the Italian sister label founded in 1986 by Max Mara. Known for its easy separates and amazing fabrics, with all major birthdays comes a chance for renewal: a new approach, a new creative director and a new campaign, anchored by the maxim “keep it cool”. Quite a lot to update in one go, but under the experienced eye of Edward Buchanan (he of Bottega Veneta, Pucci and multiple other brands), the refreshed collection and image is an exciting option to consider for all of our wardrobes. 

The AW26 launch campaign features four “everyday heroes,” hardworking women of different ages and backgrounds, whose effortless style and commitment to others makes them fitting faces of the brand. Barathy is a paediatric nurse who uses sudoku to ground her during high-pressure moments, whereas Imke is a mother and photographer who draws inspiration from natural landscapes. Lea is an activist who preaches self acceptance and meditation, and Tatiana is a skin therapist who uses her practice to encourage natural ageing and self-love. In the campaign, each is candid and bare-faced, dressed in clothes which celebrate and facilitate their individuality. Together, they represent the diversity and versatility of the modern woman, who makes her mark on the world by just being herself. Go figure.

As part of this new creative direction, MAX&Co has adopted a new visual signature: the red square. While ultimately a box, the brand likes to think of it as each side representing a trait of the MAX&Co woman: passion, attention, balance and power. The red square is the blank space assigned to its everywoman customer, simple but confident, and their AW26 collection celebrates this confidence in its every stitch.

Shop some of our favourite pieces below, or at their Regent Street flagship!