It’s been a decade since Max Mara introduced The Cube, the innovative project that birthed a range of functional and lightweight outerwear and accessories that can all be conveniently fitted within, well, a cube. To mark the occasion, Max Mara tasked a handful of photographers to capture their interpretations of The Cube on camera, which resulted in a series of intriguing square-format shots for Fall 2018:
For Spring 2019, the Italian brand has enlisted photographers Koto Bolofo and Erik Madigan Heck to capture the cult object in a new light. The former presented the iconic down jacket as a form of armor, while Heck brought it to life through playful imagery with saturated hues.
Discover the images below: