NEW TAKE: A red square and fresh faces define Max&Co.’s new campaign, to be released on Monday.
According to the company, the fall 2026 imagery is to signal a new creative direction for the label, to coincide with its 40th anniversary.
In particular, the Max Mara Fashion Group-owned brand has zeroed in on the iconography of a red square to evoke the four pillars of its ethos: passion; attention to quality and craftsmanship; balance between style and function, and power, intended as channeling confidence through self-expression.
Max&Co. fall 2026 campaign.
Courtesy of Max&Co.
In the new campaign, nods to the geometric symbol are recurrent and span from literal expressions as seen on a knitted sweater, to subtler ones, as hinted by a red pouch held by a talent.
The cast includes four fresh faces hailing from different fields in a quest to express the company’s wish to celebrate “everyday heroes” and mission to be for all women. As revealed in short videos flanking the campaign, talents range from a passionate photographer and a committed activist to a pediatric nurse who believes that giving attention to what truly matters is the key to finding joy every day, and a skin therapist who has found her balance through caring for others and herself.
Max&Co. fall 2026 campaign.
Courtesy of Max&Co.
The campaign’s release will pave the way for a series of cultural activations to be staged globally starting this month and aimed at amplifying the message and promoting the new image of the brand. For one, the label’s new direction will be celebrated during London Fashion Week via a panel hosted by Caroline Issa and Max&Co.’s creative collaborator Edward Buchanan on Thursday.
Max&Co. fall 2026 campaign.
Courtesy of Max&Co.
