29/08/2026
Max Mara is extending its fashion language into fragrance, and Florence Pugh is fronting the move.
The Italian fashion house has named Pugh the face of **Le Parfum**, its first-ever fragrance, marking a new category for a brand long associated with refined outerwear and its signature coats.
What makes the launch interesting is the inspiration behind the scent. Le Parfum draws from the codes of Max Mara’s iconic coats, translating the house’s ideas of structure, elegance and timelessness from fabric into fragrance.
For Florence Pugh, the appointment adds another dimension to her growing presence within luxury fashion and beauty, placing her at the centre of Max Mara’s entry into the fragrance market.
It is also part of a broader luxury strategy we continue to see: fashion houses are increasingly turning their strongest visual and design codes into experiences that extend beyond clothing.
Max Mara now has a scent to go with the coat.
