Max Mara Celebrates Le Parfum with Florence Pugh in Venice

Florence Pugh arrived at the Venice Film Festival on Tuesday wearing Max Mara, and what we didn’t know at the time was that it marked the beginning of the celebrations for the launch of Max Mara Le Parfum.

Last night, the house brought together an international group of guests in Venice for an immersive introduction to the fragrance at the Orto Giardino del Redentore, followed by a candlelit dinner inside the Chiostro della Madonna dell’Orto.

Florence Pugh in custom Max Mara at the candlelit Max Mara Le Parfum dinner in Venice. — Courtesy of Max Mara

The evening also marked the unveiling of Florence as the face of the Max Mara Le Parfum campaign, which combines tuberose and vanilla with cedarwood and sandalwood, reinterpreting the house’s Italian savoir-faire through fragrance.

Florence Pugh models Max Mara’s Ready coat in the Max Mara Le Parfum campaign. — Courtesy of Max Mara

‘When you’re ready, you’ll know’ is the campaign message, with Florence wearing Max Mara’s new iconic ‘Ready’ coat. The house describes the fragrance as an ‘invisible coat’ and a second skin, drawing a connection between one of its most recognisable signatures and its first fragrance.

Florence Pugh holding Max Mara Le Parfum as the face of the house’s new fragrance campaign. — Florence Pugh Instagram

That idea carried through beautifully to Florence’s custom Max Mara look for the dinner.

The nude hue gave the silk-chiffon top, shawl and skirt an almost second-skin quality, while the lighter-than-air fabric felt like a spritz of the perfume brought to life. Gold embellishments scattered across the skirt added a subtle shimmer to the diaphanous fabric.

I also love how the shawl falls from her arms into a train. There is a sensuality here that feels natural on Florence, while the twisted crop top and bare midriff keep the look recognisably hers.