Max Mara Fall 2025 Ad Campaign

Review of Max Mara Fall 2025 Ad Campaign by Photographer Craig McDean with model Angelina Kendall

The English moors have always been a stage for drama, and for Fall 2025, Max Mara makes them thunder with fashion. Inspired by Emily Brontë’s Wuthering Heights, Creative Director Ian Griffiths looks to the wilderness as both muse and metaphor, finding a heroine who is untamed, resilient, and modern. The campaign, shot by Craig McDean with Angelina Kendall, places this force of a woman against storm-darkened skies and wind-lashed grasses, her presence as commanding as the coats she wears.

The set, built by Stefan Beckman, recreates the rolling expanse of the moors within the studio. What might have felt artificial becomes cinematic, thanks to McDean’s lighting and Kendall’s magnetic performance. Every image pits sharp, structured tailoring against unruly nature: a double-breasted coat towers over tangled branches, a cape slices through a horizon heavy with storm clouds. It’s not just backdrop; it’s battle ground, one where fashion and environment collide in equal measure.

Stylist Tonne Goodman keeps the message clear and potent. Sleek knits, sculpted coats, and precision-cut trousers are tempered with tactile touches: shearling, quilting, leather. They read as protective layers, not costumes—garments that carry the power of the boardroom into the open wild. Hair by Garren and makeup by Mark Carrasquillo heighten the drama with windswept texture and bold definition, turning Kendall into a woman who doesn’t merely survive the storm but channels it.

What makes the campaign sing is its refusal to romanticize. This isn’t nostalgia for Brontë’s tortured souls but a contemporary rewrite, with a protagonist who owns her narrative. Griffiths suggests that resilience and style are not opposites but partners: the storm doesn’t diminish her polish; it intensifies it. The clothes are both armor and expression, conveying elegance without fragility.

Ultimately, the campaign is less about weather than it is about weathering. Max Mara shows us a woman who doesn’t shrink from chaos but walks straight into it, perfectly dressed. In her stride lies the reminder that fashion isn’t only about beauty—it’s about power, presence, and the ability to turn even a storm into a runway. She isn’t at the mercy of nature; she is the nature, commanding, untamed, and unforgettable.