Max Mara has introduced its first-ever fragrance, a woody floral blend named Le Parfum Eau de Parfum. The scent is designed to evoke the sensation of the brand's well-known teddy coat, a symbol of quiet luxury.
Actress Florence Pugh, who stars in the fragrance's campaign, described the perfume as smelling "like cashmere." She noted that its ability to evoke the textile was "one of the most miraculous things."
The fragrance features ingredients such as sandalwood, cedarwood, tuberose, and vanilla, intended to combine traditionally masculine and feminine notes, mirroring the unisex appeal of Max Mara's outerwear. The bottle's design also echoes the silhouette of the brand's double-breasted Icon Coats.
Le Parfum Eau de Parfum is priced at $180. Early reviews have been largely positive, with some customers comparing it favorably to more expensive perfumes. One reviewer mentioned receiving numerous compliments and suggested it is a suitable scent for fall and winter occasions.
The brand stated its dedication to creating a fragrance that embodies the feeling of its iconic coat. The teddy coat itself has been a popular item among celebrities and is known for its high price point, with versions costing upwards of $3,000.