From playing Black Widow in Spider-Man: Brand New Day to Princess Irulan in the highly anticipated Dune: Part Three and more, it’s no secret that actress Florence Pugh is in high demand in Hollywood. And today, the star is officially taking on a new leading role as brand ambassador for Max Mara’s first-ever fragrance, Le Parfum.
As a fashion brand, Max Mara, which celebrates its 75th anniversary this year, is well known for its quiet luxury aesthetic. Anchored largely by founder Achille Maramotti’s menswear-inspired outerwear creations, including the original 101801 model, viral Teddy Bear, and more recent Ready Coat, the House is as elegant as it is timeless. The new musky-floral Le Parfum is a direct reflection of Max Mara’s brand ethos in both scent and design.
“Max Mara has always been about more than clothing,” explains Maria Giulia Prezioso Maramotti, Max Mara Fashion Group’s global brand ambassador. “From the beginning, the brand has expressed a certain idea of femininity. Fragrance felt like a natural way to extend that expression. It allows us to explore a more intimate dimension of the brand, something that accompanies women in a different way. In that sense, it feels like another way of translating the spirit of Max Mara.”
The refillable sandalwood, cedarwood, tuberose, benzoin, and lemon primofiore essence fragrance, developed by perfumers Marie Salamagne and Fabrice Pellegrin, aims to envelop its wearer like a second skin, or an olfactory coat, if you will. Plus, its ingredients are nearly 100 percent natural-origin, sourced from Grasse, Guatemala, and Italy. Keeping in theme with its inspiration, Le Parfum’s streamlined glass bottle also features a distinctive camel-colored tie accent that nods to the brand’s timeless fashion designs and is even crowned with a gold button accent on its cap.
“I feel calm, warm, and instantly more confident—like I’m standing a little taller without even thinking about it,” explains Pugh about her experience wearing the fragrance. “A sense of readiness comes with it, as if everything has fallen quietly into place. You feel composed and present, ready to embrace whatever comes next without hesitation or struggle.” Le Parfum embodies not only quiet luxury but also quiet confidence, strength, and sophistication, with a long-lasting sillage that blooms with the warmth of your skin over time.