For over three decades as Max Mara’s creative director, Ian Griffiths has selected Steven Meisel to lens the majority of the brand’s advertising campaigns. They’ve included everyone from Gigi Hadid to Faretta to Fei Fei Sun to Joan Smalls with last season’s offering celebrating the 70th anniversary of Max Mara. The legendary lensman returns for Spring 2022 with Carine Roitfeld back on styling duties. Loli Bahia, Yilan Hua, Anok Yai and Vittoria Ceretti pose in the studio showcasing the fashion house’s latest collection.
Members of our forums, however, expected more. “I’m missing some movement in the poses,” voiced mikel.
“If ‘go on girl give us nothing’ was a campaign. I get that Max Mara loves their simple no-concept campaigns, but the clothes actually have to look desirable for that to work,” KINGofVERSAILLES chimed in.
“This is terrible. Weak photography aside, there is nothing desirable about this duty-free styling,” critiqued THD96.
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“The only campaign images I’m able to tolerate are the ones cropped a little closer (like the one of Vittoria Ceretti wearing the navy outfit). There’s just no life, movement or pizzazz radiating from the full-length images,” explained an underwhelmed vogue28.
“This is really bad coming from Meisel…” confessed zacatecas570.
“Vittoria looks dry and washed out. That hair color is a disaster,” added GivenchyHomme.
“I loved Vittoria’s hair on the runway, but apparently it doesn’t translate to print…not Max Mara’s best,” admitted aracic.
But not everyone shared the same sentiment. “I don’t get the dislike. All I see is a rather stunning Max Mara campaign… Yes it’s basic, but it’s Meisel basic, which I’ve always liked,” approved Benn98.
See more from the Max Mara Spring 2022 campaign and share your thoughts here.
