On August 24, 2026, Max Mara entered fragrance with Le Parfum, its first scent developed under a long-term partnership with Shiseido. The launch arrives during the house’s 75th anniversary year, with Florence Pugh chosen as its first fragrance ambassador.
On August 24, 2026, Max Mara entered fragrance with Le Parfum, its first scent developed under a long-term partnership with Shiseido. The launch arrives during the house’s 75th anniversary year, with Florence Pugh chosen as its first fragrance ambassador.
August 24, 2026
Perfumers Marie Salamagne and Fabrice Pellegrin approached the house through the garment most closely attached to its identity: the coat. Le Parfum combines tuberose with sandalwood, cedarwood, vanilla and citrus notes, conceived as an “invisible coat” that surrounds the wearer with the same confidence associated with Max Mara outerwear.
Even the bottle translates clothing into object design. Glass is interrupted by a camel-toned band around its centre, recalling the belts of Max Mara coats, while the fragrance contains 90 percent natural-origin ingredients and is certified vegan. After an initial North American and European rollout, distribution expanded to more than 50 markets on September 1.
Florence Pugh brings another layer of familiarity to the debut. She has described scent as something deeply connected to memory, recalling her mother’s homemade balms and perfumes and even using fragrance to help construct characters for film roles.
Her casting also makes sense for a house that has built much of its image around women who appear composed without becoming overly polished. The campaign extends a fashion code into beauty without inventing an entirely separate universe.
Seventy-five years after making the coat one of its strongest signatures, Max Mara has finally found a way to make that identity invisible, wearable and scented.
