Florence Pugh named face of first Max Mara fragrance

Max Mara has named Florence Pugh as the face of its debut fragrance, which is set to launch on 24 August 2026.

The scent is the first to come out of the fragrance licensing agreement Shiseido and Max Mara signed in July 2024, and the casting marks the public start of the partnership's consumer rollout.

Pugh is one of the more bankable names the Italian house could have chosen. The Academy Award–nominated British actress built her reputation in independent cinema with Lady Macbeth, Little Women, which earned her the nomination, and Midsommar, before moving into major global productions including Thunderbolts, Oppenheimer and Dune. Max Mara frames her natural confidence and distinctive presence as embodying a modern vision of femininity that fits the brand's values.

Pairing Max Mara's apparel heritage with Shiseido's fragrance development and distribution muscle is a well-worn route to market for designer scents, and a high-profile celebrity face is the standard mechanism for cutting through at launch. With an August on-counter date, expect the campaign imagery and product detail to follow over the summer ahead of the autumn fragrance season.

Product specifics, including the scent's name, notes and pricing, have not yet been confirmed.

The Max Mara fragrance launches on 24 August 2026.