Rani Permata
May 18, 2026
A Weekend On The Road
The Spring / Summer 2026 Weekend Max Mara Advertising Campaign
Destination Mallorca!
Get ready to hit the road with the new Spring/Summer 2026 Weekend Max Mara advertising campaign, which embarks on a free-spirited weekend of exploration on the island of Mallorca, Spain, between bright sunshine and fiery sunsets.
Amid the thrill of discovering new places and the ease of carefully chosen looks, the Weekend Max Mara woman lets her adventurous spirit shine on a road trip. Across the sun-kissed landscapes of this idyllic Mediterranean Island, along winding roads, past breathtaking sea vistas, and through quaint stone towns, every moment brings an indelible memory.
The images effortlessly capture the essence of a getaway, filled with camaraderie and playful moments, including the occasional unexpected adventures.
Each stop along the way reveals moments of leisure where the collection takes center stage, styled to fit the moment's look and mood. Carefree layers—trench coats and shirts, printed shift dresses, relaxed coords, lively stripes, crisp caftans, khaki pants, and more —blend into the journey with nonchalance. Light or earthy neutrals are soothingly elegant; bright pops of red and nectarine hues ignite the heat; and prints are playfully relaxed.
Every turn presents a new adventure, every stop tells a new story, every look expresses personality.
So, take a seat, relax, and enjoy the journey.
