MAX&Co. celebrates 40th anniversary with new creative direction 'The Vision Ahead'

Italian fashion brand MAX&Co., part of the Max Mara Fashion Group, marked its 40th anniversary with the launch of its autumn/winter 2026 collection and a new creative direction, 'The Vision Ahead,' built around authenticity, individuality and everyday life. The collection is anchored by the mantra 'Keep it cool,' reframing "cool" as an attitude of confidence rather than a fixed style formula.

The new direction is symbolised by a red square, whose four corners represent the brand's design philosophy: passion, attention, balance and power. The autumn/winter 2026 campaign brings this to life through four "Everyday Heroes": paediatric nurse Barathy, skin therapist Tatiana, photographer Imke and activist Lea.

MAX&Co. marked the launch with a series of events across London, opening with a morning talk on The Vision Ahead at 180 The Strand featuring fashion journalist Caroline Issa and Edward Buchanan, the brand's creative collaborator. The programme continued at the brand's new Regent Street store with a talk and cocktail event featuring the campaign's talents, before closing with a DJ set by Paloma Le Friant, the face of the brand's eyewear campaign, at Club77.

The launch was accompanied by a window takeover at Harrods and a wild-posting campaign across London.