Italian fashion brand Max Mara enlists fashion photographer Steven Meisel to captured their Fall Winter 2019.20 advertising campaign featuring models Anok Yai, Emily Driver, Hyun Ji Shin, Mona Tougaard, and Bente Oort.
“Right now, everyone’s talking about fashion that empowers women, but how exactly does that work? Max Mara says it’s all about clothes that allow you to shine. Glamour is the magic ingredient that puts the power into power dressing. More than just ’fashion’, glamour offers an armoury of personae, tricks and tools. Thinkers like Camille Paglia rejoice in that. ‘It’s men who suffer from conventions of dress,’ she says. Max Mara’s boss lady works that advantage to the full; she is sharper, smarter and sassier than ever.
What does Max Mara glamour translate into? A silhouette that’s strong at the shoulder; wider, boxier and leggier. Skirts that look as though they were cut from mens’ pants –above the knee, or ankle grazing- to wear with thigh high boots and svelte polo sweaters. Plush alpaca, camel and cashmere artfully bound in leather. A new luxe take on puffas –with camel’s hair wadding. In trademark camel, black, white, and tan, heritage prints discovered in the archive. A bold mix of tweed, jaunty checks, proudly faux croc and zebra. And for the working woman, workwear, literally; impeccably tailored utility vests, jackets and cargo skirts with multiple zips and pockets. The moodboard recalls that early nineties moment when the supermodels strutted the Max Mara runway in threes and fours. Happy and heroic, in technicolour total looks; the kind of bright optimism that we need a bit of now.“
Images courtesy of © MAX MARA