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MAX&Co. Centers Real Women in a New Creative Direction for Its 40th Anniversary

MAX&Co. is marking its 40th anniversary with The Vision Ahead, a new creative direction introduced through its Fall/Winter 2026 collection.

Published: Sep 14, 2026 7:49 PM

By Shipra Bohara

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MAX&Co. Centers Real Women in a New Creative Direction for Its 40th Anniversary

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MAX&Co. is marking its 40th anniversary with The Vision Ahead, a new creative direction introduced through its Fall/Winter 2026 collection. The campaign places four women and their everyday lives at the center of the brand’s next chapter, connecting its message to a versatile wardrobe of tailoring and casualwear.

Image: MAX&Co.. Image: MAX&Co.. Image: MAX&Co.. Image: MAX&Co.. Image: MAX&Co.. Image: MAX&Co.. Image: MAX&Co.. Four Everyday Lives Lead the Campaign The Everyday Heroes cast includes Barathy, a pediatric nurse; Tatiana, a skincare professional; Imke, a mother and photographer; and Lea, an activist.

Max Mara Fashion Group describes the portraits as spontaneous moments drawn from different generations and backgrounds. The casting gives the campaign a direct connection to the way clothes are worn outside a fashion presentation.

Relaxed knitwear, outerwear and suiting support that approach, with combinations intended to move between different parts of a wearer’s life. A Visual Identity Connected to the Assortment A Red Square anchors the new direction and represents four stated values: Passion, Attention, Balance and Power.

It appears across the campaign imagery alongside the brand’s Keep it cool message. The collection is available in MAX&Co. stores and at maxandco.com…

MAX&Co. The Vision Ahead Fall Winter 2026 campaign portrait

MAX&Co. The Vision Ahead Fall Winter 2026 campaign portrait

MAX&Co. The Vision Ahead Fall Winter 2026 campaign portrait

MAX&Co. The Vision Ahead Fall Winter 2026 campaign portrait

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