Max Mara’s spring/summer 2016 collection was titled “A Sea Tale,” due to its heavy nautical theme. We were ensnared by the brand’s classically impeccable design and execution, so we have been waiting (as patiently as possible) for the campaign to be released to see the clothing in a new medium. Mario Sorrenti was tapped to photograph the Max Mara spring 2016 campaign, and the photoshoot is featuring “Queen of Cool” Danish model Freja Beha Erichsen.
The model lived up to her nickname with her photos, and makes all of the garments she was placed in look stunning and, well, cool. Erichsen has that classic-cool look, where she can embody whatever fashion era or style she is placed into, making her such a versatile woman to work with in the industry. When all was said and done, the campaign had taken a leaning to the ’70s era, working well with the nautically styled stars and stripes of the collection.
There were a great many one-color numbers in the line, but it was the stars and stripes that were featured in the campaign in the end. They evoked the ’70s with slightly bell-bottomed trousers and chunky sweaters, and all the way to the glasses accessorizing the looks. Nude nails and slightly disheveled hair characterized the model, keeping everything classic and easy to transform across the decades. To put it simply, Erichsen was able to just be herself for the photoshoot; she just happened to be wearing some of Max Mara’s stunning new looks for the spring/summer seasons.
From how nautical the runway showing was, we expected there to be some hints to the ocean, but the only real nod was through a roped strap, from one of the line’s handbags. There’s no complaint here on our end, but the direction the campaign took was rather surprising indeed. A white backdrop with graphic black stars being the only thing to add texture to the shoot, the runway show seemed to promise such an upbeat campaign.
Color was not all too plentiful in the runway collection, but it still did carry a strong presence. Yet, that area was void in the Max Mara SS 2016 campaign. In fact, the only break from the black and white mold of the campaign was for other still-neutral colors, completely leaving out the vibrant red, yellow, and blue surprise pieces that walked the catwalk.
But with the Queen of Cool on your side, there’s really no need to shock the audience. Erichsen’s casting was a smart choice for the Max Mara brand, especially since this was the route they decided to go for their collection’s release. All the consumer needs to keep in mind is that Max Mara still knows how to keep things cool, even 65 years later.
Photos courtesy of Max Mara