Max Mara is synonymous with camel hair. The legendary coats have been crafted from this fiber that is collected from the camel as it naturally sheds. The excess camelhair fabric of the Max Mara coats is upcycled to create a new coat with a sustainable padding, the Cameluxe, an ultra-fine material used as insulation for a new generation of The Cube - the integrated system of outerwear and accessories that has been around the “block” a few times.
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.
Max Mara The Cube, focused on the down jacket, is an integrated system of outerwear and accessories born in 2008. The Max Mara The Cube’s design is so innovative that it has been “boxed” into the display cases at the Berlin State Museums and New York’s FIT, as a “cult object” in the “Fashion and Technology” exhibitions. In a bid to celebrate the research and innovation behind the Max Mara The Cube’s design, we asked three photographers to provide us with their own visual interpretation of the project and provided them with just one prompt: life, cubed.
Fifteen photographers have interpreted the project: Erik Madigan Heck, Koto Bolofo, Rinko Kawauchi, Hellen Van Meene, Max Farago, Lorenzo Vitturi, Christopher Anderson, Tina Barney, Laurie Simmons, Marilyn Minter, Sam Taylor-Johnson, Stephen Shore, Alex Prager, Tierney Gearon and Joel Meyerowitz.