Max Mara Icons 2025 Campaign: Edie Campbell Stuns in Street-Smart Chic

Max Mara Icons 2025 campaign starring Edie Campbell brings tailored outerwear and sculptural bags into street-smart, modern elegance.

Max Mara’s Icons 2025 campaign takes street style seriously, yet makes it look effortless. Shot on the streets of Paris by Oliver Hadlee Pearch, the campaign spots brand muse Edie Campbell navigating the city in pieces that combine classic tailoring, modern sensibility, and a stride that feels unstoppable.

The wardrobe stars the house’s revered Icons line: the 101801 Icon Coat, the Teddy Bear Coat, the Manuela wrap coat, the Ludmilla in double cashmere, the sharply tailored Olimpia jacket, and the sculptural Whitney Bag.

Stylist Emmanuelle Alt orchestrates a palette of soft camel tones layered over rich browns and warm neutrals. Clean lines and generous volumes define each look — from the dramatic outerwear to tailored jackets — where structure meets comfort.

What stands out is motion and purpose. In one image, Campbell strides confidently in a full Teddy Bear coat, the plush texture contrasting chic city surroundings. In another, she swings the Whitney Bag through a crosswalk, the sculptural silhouette of the bag itself echoing editorial flair. The campaign doesn’t just sell coats; it sells a mood of autonomy.

These aren’t flash pieces — they’re wardrobe investments. Each design reads as a building block for a woman who commands her environment with subtle strength. Minimal embellishments, no overt logos — the power is in silhouette and substance.

In all, Max Mara’s Icons 2025 campaign shows how luxe outerwear and sculptural accessories can define a modern woman on the move: timeless, focused, and refined without the need to shout.