Max&Co. turns 40 with red square and new faces
Max&Co. turns 40 with a red square and four new faces.
Max&Co., the womenswear brand owned by Max Mara Fashion Group, the Italian fashion group, says its fall 2026 campaign imagery will set a new creative direction. The announcement coincides with the brand's 40th anniversary, according to WWD. Fall campaigns, the seasonal advertising photographs released ahead of the autumn-winter selling period, set the visual tone for the months that follow. Creative direction in this context means the guiding choices on photography, styling and graphics. Details were published on 14 September 2026.
Red leads the reset. The campaign is built around a simple red square. Max&Co. ties that shape to four principles it describes as its ethos. The first is passion. The second is attention to quality and craftsmanship, the making and finishing of garments. The third is balance between style and function, clothes meant to look considered and work in daily life. The fourth is power, defined by the brand as confidence through self-expression. The company presents all four as a single statement about how it wants to be seen.
People carry the message. The fall 2026 cast features four newcomers. The brand presents them as "everyday heroes" rather than established models. The group includes a photographer, an activist, a paediatric nurse and a skin therapist. Each brings a working life outside fashion. The job titles are part of the concept. They place health work, image-making and advocacy alongside clothing.
The wardrobe has a name. Max&Co.'s Fall/Winter 2026 collection is called HERE WE GO AGAIN, as listed on the brand's official video channel (Facebook).
The campaign will not stay on the page. The brand plans global cultural activations, public events and talks, starting in September to amplify the new image. The schedule includes a panel discussion during London Fashion Week, the twice-yearly showcase where labels present to press and buyers. It will be hosted by Caroline Issa and creative collaborator Edward Buchanan. The London event pairs a publishing and broadcasting host with a design collaborator.
What makes this stand out is the pairing. A strict geometric symbol sits beside casting built on ordinary working lives. One speaks to control. The other speaks to recognition.
