Lights, camera, ACTION! The Max Mara Spring Summer 2022 advertising campaign takes us behind the scenes, to the heart of the creative process for a director’s eye view. The models are in charge. The atmosphere is joyous. Cast and crew are playful. Make up is perfect. Hair is gorgeous. Looks are catwalk perfect. They search for the motivation, the heart of the scene. Somehow it is elusive. Suddenly, the mood and the music change. The scene effortlessly gathers momentum and before we know it the director shouts ‘Cut!’.

Shot by Steven Meisel, the campaign features Vittoria Ceretti, Anok Yai, Yilan Hua and Loli Bahia. The Max Mara Spring Summer 2022 collection celebrates the rebellious spirit of the writer of the Beat Generation, Françoise Sagan, mostly known for her iconic work ‘Bonjour Tristesse’. 

The models capture the spirit of the ungovernable teenager Sagan, who created a voice for a rebellious generation through her main character Cécile. 

The Spring Summer 2022 collection is created around the sartorial persona of a Cécile de nos jours: easy beatnik chic and workwear classics. The fisherman’s smock, the labourer’s jacket, the mechanic’s overall and carpenter pants are reimagined with prêt-à-porter finesse.