We have enjoyed Steven Meisel’s Max Mara campaigns since 2016. That’s because the legendary lensman provides stunning imagery for the Italian fashion label’s ads by capturing everyone from Gigi Hadid to Fei Fei Sun to Grace Elizabeth. Unfortunately, last season’s campaign fell completely flat. So we’re happy to see a stark change for Fall 2020. Brigitte Niedermair replaces Meisel as campaign photographer ushering in Anna Ewers as the brand’s fresh face. The firm forum favorite (styled by Carine Roitfeld) poses in the studio for the series of utterly beautiful and charming portraits.
Members of our forums immediately began raving about the outcome. “I love this! I mean I do love Anna, but even without being bias, I like the vintage nature of the photos. It’s classic and beautiful,” approved bluestar.
“It’s very soft and classic indeed, I love it. Almost like a painting,” dodencebt pointed out.
“This is turning out to be a beautiful campaign and oh so quintessentially Max Mara. As much as I adore Steven Meisel, last season’s campaign was a total snoozefest and Brigitte Niedermair has undoubtedly done wonders here for all its simplicity,” praised vogue28.
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GERGIN was definitely a fan. “I actually like this a lot, love the heavy dark looks contrasting against Anna’s soft, light features.”
YohjiAddict shared the same sentiment: “Anna looks like her old self, nowadays she looks really bored in her pictures, but not here. The warm background is quite pleasing against the navy of the clothes.”
“Please give us more Anna Ewers,” pleaded dontbeadrag.
Zposen described the campaign as “really gorgeous” and we agree.
See more from Max Mara’s Fall 2020 campaign and join the conversation here.