With the launch of Le Parfum, the label continues to celebrate its enduring legacy.

75 years into its history, Max Mara introduces a brand new icon. Exuding the kind of pure, elegant sensibility that the label has become synonymous with, Le Parfum marks a new step in expanding the house's universe.&nbsp;
For the campaign, the house tapped actor Florence Pugh as the face of the fragrance, drawing on her unique presence and modern femininity. "If the campaign can remind women that their strength already&nbsp;exists—that they don’t need to add anything, just to recognize it—then&nbsp;that feels like a meaningful message to share," she says.&nbsp;
For Pugh, that sense of confidence and poise is grounded in the small rituals of her everyday life, like her morning routine and first cup of tea. "I usually slowly get ready and swan around in my floaty dressing gown, enjoying each swish as I turn and move about the house," she shares.&nbsp; 
Le Parfum draws on Max Mara's signature subtle elegance in every detail, from each ingredient to the sleek bottle enveloping the fragrance. Meticulously crafted by perfumers Fabrice Pellegrin and Marie Salamagne, the scent brings the house's heritage into the olfactory realm. Cedarwood and sandalwood mingle with creamy tuberose, warm vanilla, and opulent benzoin, resulting in a fragrance that leaves behind a delicate yet alluring trail. "She feels supported, grounded, comfortable in her own presence," Pugh says, describing the woman who wears Le Parfum. "There’s a sense of assurance in the way she moves—not loud, not demonstrative—but very clear. Le Parfum is for a woman who doesn’t need to explain who she is. When she’s ready, she simply knows."

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Each note exists in perfect harmony, designed to linger gently on the body. Discreet yet authoritative, Le Parfum acts as a "second skin" designed to imbue its wearer with quiet confidence and effortless grace.&nbsp;
The fragrance evokes a sense of calm, both from its scent profile and the philosophy behind it. Pugh likens the experience to the place where she finds her greatest source of inner peace: the forest. “I like letting my nose track the smells, and then I like to compare the different types of moss from one area to another,” she says. “The colours and textures of green really calm my mind.” 
The fragrance itself is enveloped in a sleek glass bottle adorned with a supple strip of leather and a delicate gold cap, evocative of one of Max Mara's most iconic silhouettes: the 101801 coat. From the button design on the cap to the leather knot, the house's emphasis on practicality and craftsmanship exists in every detail.&nbsp;<span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: oklch(0.2433 0.012 242); font-size: 15px; font-weight: 400;">
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Max Mara Le Parfum. Courtesy of Max Mara.

Max Mara's New Fragrance Fêtes Sophisticated Femininity

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Max Mara's New Fragrance Fêtes Sophisticated Femininity

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