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Florence Pugh: Max Mara's New Scent is an Invisible Coat
24 Aug
Summary
- Max Mara launches its first fragrance, Le Parfum, on September 1.
- The scent is inspired by Max Mara's iconic outerwear, especially the 101801 Coat.
- Florence Pugh stars in the campaign, embodying the fragrance's 'invisible coat' concept.
Max Mara is introducing its inaugural fragrance, Le Parfum, set for release on September 1. This new scent draws inspiration from the fashion house's renowned outerwear, particularly its iconic 101801 Coat, aiming to capture the essence of timeless elegance and sophisticated design. The fragrance is conceptualized as an 'invisible coat,' representing a subtle yet powerful layer of self-assurance.
Actress Florence Pugh, a prominent figure known for her distinctive style, is the face of the Le Parfum campaign. She perfectly embodies the fragrance's ethos, describing it as a 'quiet layer of confidence.' Pugh will also be featured in two highly anticipated films releasing on December 18, 2026.
The fragrance itself is characterized by a balanced composition, opening with musky tuberose, followed by a comforting vanilla note, and grounded by a woody base of sandalwood and cedarwood. This creates a warm, sophisticated aroma ideal for the autumn season, reflecting Max Mara's commitment to enduring style over fleeting trends.
