Max Mara signs Florence Pugh as face of inaugural fragrance launch

By Lollie Hancock | Published: 30-Jun-2026
Fragrance Marketing

The British actress, best known for her roles in Little Women and Dune, will front a new fragrance from the Italian fashion house, which has been brought to life in partnership with Japanese multinational Shiseido

Max Mara signs Florence Pugh as face of inaugural fragrance launch

Max Mara, the Italian fashion house, has named British actress Florence Pugh as the face of its inaugural fragrance.

Pugh, known for roles in Little Women, Don’t Worry Darling and Dune, will front the highly anticipated new scent, which is set to launch on 24 August.

The fragrance, created in partnership with Japanese multinational Shiseido, lands following a fragrance licensing agreement between the conglomerate and the fashion house signed in July 2024.

The licence allows Shiseido to develop, produce, market and distribute fragrances under the Max Mara brand.

At the time, Shiseido said the deal aims to improve the global growth of its fragrance arm, which includes licences for Narciso Rodriguez and Issey Miyake.

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In a post on LinkedIn, Max Mara wrote: “Academy Award-nominated British actress Florence Pugh has quickly established herself as one of the most compelling talents of her generation. 

“Known for her versatility and emotional intensity, she has received international acclaim for her performances in independent cinema, including Lady Macbeth [and] Little Women – which earned her an Academy Award nomination – and Midsommar, while also starring in major global productions such as Thunderbolts*, Oppenheimer and Dune. 

“She will soon appear in several highly anticipated productions, further consolidating her position as a leading figure in contemporary cinema.

“With her natural confidence, authenticity and distinctive presence, Florence Pugh embodies a modern vision of femininity that resonates deeply with the values of Max Mara.”

Lead image credit:  WikimediaCommons/RON RAFFETY

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