Amy Adams has just been unveiled as the new face of Max Mara. The actress fronts the label’s new Autumn/Winter 2014 campaign, replacing Jennifer Garner. Speaking on working with the fashion house, Amy commented that she has always been a huge fan of the Max Mara label and working with them was a fun experience for her:
”It’s very fun. It’s a brand that I have followed for many years, I’ve been a big admirer and wearer of it, so I think it is wonderful. It feels very natural and seamless.”
Amy reveals that the team had prepared a mood board for her which showed her the type of “character” she would be, so she felt like she was playing a part as well as being a model during the campaign shoot. She explained:
”Well what was wonderful with this team they had an inspiration board, they knew the mood they wanted and what they were looking for and communicated it to me as an actress. So even though I accomplished something as a model, I still left like an actress bringing a character to the photo shoot. They were wonderful about that.”
President of PR for the company, Giorgio Guidotti, commented that working with big star names has really boosted the company and given them a classic, timeless image which they think makes their images long-lasting and more appealing:
”Jennifer Garner was the first celebrity we worked with [on the accessories campaigns] and the feedback we received was excellent both in terms of sell-in and sell-out, and in terms of credibility. This new step is a sign of continuity. The claim is the same, ‘Timeless is now.’ These are timeless actresses, not associated to a scoop of the moment.”
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