Max Mara is synonymous with camel hair. For decades, the brand’s legendary coats have been crafted from this sustainable fiber that is collected from the camel as it naturally sheds. Yet once the pattern is cut, swatches of precious camel hair remain unused. The upcycling of this excess give lives to Cameluxe, an ultra-fine material used as insulation for a new generation of The Cube (Max Mara’s modular outerwear system). This camel hair is processed into very fine fibers, then blended with recycled polyester. Fabricated in Italy, the result is a highly resilient padding—an invisible luxury to guard against the elements.

Cameluxe challenges conventional notions of the environmental impact of fashion production by repurposing luxury materials that would have otherwise been unused, decreasing energy consumption, the output of waste, water usage, and CO2 emissions. Certified by the Textile Exchange as meeting the Global Recycling Standard, Cameluxe adds a new point of conversation in fashion’s ongoing sustainability dialogue.

Arizona Muse is the star of the new Max Mara The Cube with Cameluxe padding Spring Summer 2022 campaign. Model, activist and founder of DIRT, a foundation for the regeneration of earth, she is passionately committed to raising awareness about fashion sustainability and its environmental impact. The campaign photographer was Robbie Lawrence and the video was directed by Tracy Doyle.