Max Mara has announced its first fragrance, Le Parfum, with a bottle design the brand says draws from its iconic 101801 coat, finished with a lacquered belt and a gold button cap. The scent, created by perfumers Fabrice Pellegrin and Marie Salamagne, combines musky sandalwood, cedarwood, tuberose, benzoin and blue vanilla.
Florence Pugh fronts the campaign and told Who What Wear the fragrance "actually smells like cashmere," adding that she assigns a different scent to each role she plays and calls perfume her "invisible DNA." Max Mara unveiled Le Parfum to a group of editors in Rome at an interactive, expo-style preview covering the bottle design, scent notes and development process, followed by a gala at the Salone delle Fontane, a 21,000-square-foot event space in the city's EUR district, where a campaign video featuring Pugh's line "When you're ready, you'll know" screened for the first time.