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WWD – Carrying forward a strategy to work with a Hollywood A-lister to advertise its burgeoning accessories business, Max Mara has tapped Amy Adams to front its fall and spring campaigns. The Academy Award nominee succeeds Jennifer Garner, who debuted in the Italian fashion group’s ads a year ago.
“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,” said Giorgio Guidotti, worldwide president of public relations and communications for Max Mara Group. “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.” Guidotti underscored how Adams built her career through different roles, citing Walt Disney Pictures’ 2007 musical film “Enchanted” on to her Golden Globe this year for her performance in “American Hustle. ” Later this year, Adams will appear in “Big Eyes,” by Tim Burton, and in 2016 will star opposite Ben Affleck in “Batman vs. Superman” directed by Zack Snyder, as well as “Story of your Life” directed by Denis Villeneuve.
Adams was photographed by Max Mara’s longtime reference lensman Mario Sorrenti and the images will be unveiled in New York today, at the brand’s boutique in the city. The collaboration will be marked by a dinner for about 80 guests, including Adams, at Viceroy, hosted by Maria Giulia Prezioso Maramotti, Northeast regional retail manager for Max Mara in North America. Around 50 Max Mara windows around the world will be dedicated to the project from the end of August. Sorrenti also created a short movie on the project.
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