The Max Mara Spring-Summer 2026 campaign explores the deliberate and dynamic tension between reality and fantasy. This theatrical tension lies at the heart of the campaign, where the Max Mara woman—a symbol of modernity—is placed against an ethereal, dreamlike backdrop inspired by the luxury of the Rococo era.
The #MaxMaraSS26 campaign explores the intentional and dynamic contrast between reality and imagination celebrating a modern femininity that is not afraid to dream, yet lives and acts with sharp awareness in the present.
Photography: Craig McDean
Model: Mia Armstrong
Art Direction: Jacobs+Talbourdet-Napoleone
Director of Photography: Theo Stanley
Set Design: Stefan Beckman
Styling: Tonne Goodman
Hair: Shay Ashual
Nail Artist: Megumi Yamamoto
Makeup: Mark Carrasquillo
@MaxMara