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Florence Pugh has always had remarkable range. One minute she’s disappearing into a period drama, the next she’s commanding a blockbuster, inviting us into her kitchen via a cooking video or stepping onto a red carpet in something wonderfully unexpected. She’s multifaceted, but whatever the setting, she always feels distinctly like herself.
It’s a quality Max Mara clearly recognised in her. Pugh is now the face of Max Mara Le Parfum, and for Maria Giulia Prezioso Maramotti, Max Mara fashion house ambassador, that sense of individuality made the pairing feel particularly natural. “What we particularly appreciate is her authenticity,” she explains. “She feels very much in control of who she is, yet she remains natural and approachable.”
There’s a reason those qualities resonated so strongly. “Max Mara has never been about defining who a woman should be, but rather accompanying her in her life,” Prezioso Maramotti notes, describing the Le Parfum wearer as someone “confident in themselves and comfortable with their own sense of style.”
Pugh embodies that same confidence, with an approach to fashion that feels guided more by instinct than rules. There’s an ease to the way she plays with different eras, moods and references — whether she’s channeling Old Hollywood or embracing something more daring, it always feels entirely her own. Much like fashion, fragrance offers another way to express what feels like you. “Fashion expresses itself through form and texture, but perfume belongs to a more invisible dimension — something that is felt rather than seen,” says Prezioso Maramotti.
Prezioso Maramotti remembers being struck by Le Parfum’s balance when she first smelled it. “It has a luminous quality, but also a certain depth that gives it structure,” she says. “There is something very enveloping about it, warm and soft, yet with a quiet presence. It doesn’t try to impose itself, yet it leaves a memorable impression. We liked the idea of creating a fragrance as the ultimate touch of sophistication.”
The scent’s soft presence comes from a mix of tuberose absolute, creamy vanilla and an abundance of woods, giving the fragrance several sides to lean into. You might be drawn to the floral brightness, the softer sweetness or the woody depth.
The idea is for the wearer to make Le Parfum their own, and the fragrance’s campaign lets Pugh do exactly that. Photographed by Mario Sorrenti, it leans into the individuality that made her such a compelling choice in the first place. “Mario has a remarkable ability to capture something very authentic in the people he photographs,” Prezioso Maramotti explains.
A great fragrance should leave room for that individuality, too, making an impact without taking over. In Le Parfum, that idea becomes what Prezioso Maramotti calls “a new invisible signature for Max Mara”, and it’s one that, with Pugh introducing this new side of the house, already feels right at home.
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