Where the heart belongs: at home anywhere and everywhere

The Weekend Max Mara Spring/Summer 2024 Advertising Campaign.

Going back to where the heart belongs, to a cherished hideaway, escaping all sense of time and place.
Landscapes, colours, aromas change but the Weekender’s spirit (and her wardrobe) stays faithful to
her soul. Every experience is there to be enjoyed and remembered. At home anywhere and
everywhere.
For Spring / Summer 24 the Weekender further evolves in her pursuit of relevance and her passion for adventure. This season she ventures South, to a beautiful small fortress immersed in lavish Mediterranean gardens and the campaign’s narrative becomes an evocative portrait of her exploration of this dreamy, intimate hideaway. Recalling memories and travels while very much being about the present and our protagonist. Moments of playful pause alternate with walks in the sun-kissed gardens and orchard. Escaping the heat in the limestone pool, or in the shade of terracotta-red arcades. Spot on wardrobing always matched with perfect ease to the setting.

Our protagonist wears a reinterpreted safari two-piece over contrast striped top further enhanced by a new summer Pasticcino Bag in brown and deck shoes. The safari vibe continues in a Sahara jacket teamed with animalier pants, accessorized by a novel fringed black Pasticcino and espadrilles. Other looks that catch the eye include a deep honey-hued trouser suit with a complementing pale blue shirt and the brand’s iconic bag in raffia with oversize contrast edges and boules, and a set in a rich cream cotton with lined blouse and two-tone bucket bag. Evergreen denim is back as a long trench with a swingy feel worn loose-fit with matching wide leg jeans. Every Weekend Max Mara collection key player, the trench also comes in a versatile contemporary edition with removable hand-sewn wool inner layer and buttoned sleeves. A touch of boho femininity, perfectly befitting the location, is offered by the blouse dress with paisley inserts.

Lensed by British photographer Tom Johnson, the campaign features model Aylah Peterson.