American Hustle beauty Amy Adams has replaced Jennifer Garner as the face of Max Mara, fronting the brand’s adverts for their A/W14 collection.
The luxury fashion house turned to the 39-year-old actress to take on her most fashionable role to date in a stylish campaign shot in New York by legendary fashion photographer Mario Sorrenti.
Maximising her natural beauty and making the most of her gorgeous red locks, the style of the shoots are simple yet elegant with neutral tones to complement the star’s look.
As well as being clad in Max Mara’s classic outwear, Adams also showcases the covetous accessories of the season including the signature Margaux bag and the Tribute sunglasses.
Appointing Amy Adams as the face of the brand was a bold move for Max Mara. Not only has The Enchanted actress not fronted many major fashion campaign before, but this season most fashion houses have turned to big name models such as Gisele Bundchen, Cara Delevingne and Joan Smalls to be their representatives. Cara Delevingne alone can be seen on the billboards for a plethora of high street and high-end brands from Topshop to Burberry.
Max Mara’s worldwide president of public relations and communications, Giorgio Guidotti is confident with their decision to opt for an A-list actress over a model. He said to Women Wear Daily: “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.”
Accessories are a major category for Max Mara. Over the last four seasons sales of their bags and shoes have increased by 33 per cent.
While this is Adam’s first campaign for Max Mara is it not her first foray into the fashion world. She has previously featured in the autumn 2012 Boy by Band of Outsiders polaroid campaign, and she also starred in the autumn a 2013 fragrance ad for Lacoste. With images like this we’re sure this isn’t the last style project Amy Adams will star in.
