Max Mara Turned Its Most Famous Coat Into a Luxury Fragrance
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We may earn commission from links on this page. Each product featured has been vetted and chosen by our editors. An emailed press release from Max Mara starts as follows: “Max Mara is launching its first-ever invisible coat that wears like a second skin.” And in a sea (read: thousands) of emails, that one caught this beauty editor’s attention—partly because the brand hasn’t released a fragrance in years, and partly because, well, was this even a fragrance pitch? Or had I somehow landed on a fashion press release by mistake? Turns out, it’s the former: the luxury Italian label has officially unveiled its newest fragrance, Le Parfum ($180), available now—its first release since signing a licensing deal with Shiseido, the Japanese beauty giant, in 2024.