Max Mara is accelerating its investment in the handbag category, launching the JBag, and has tapped Hollywood A-lister Jennifer Garner to front its first advertising campaign in the arena.
This is the first time that Max Mara has associated its products with a celebrity and the first time Garner has been the face of a fashion brand.
Garner was photographed in May in New York by the group’s longtime go-to lensman, Mario Sorrenti, in his studio. There are five images — three for fall 2013 and two for spring 2014.
Max Mara will be holding a dinner event on Thursday in New York with Garner, Sorrenti, Maramotti, and Maria Giulia Prezioso Maramotti, retail manager U.S. market. The New York boutique will dedicate a window to the JBag starting that night.
With a Sixties inspiration, the JBag is functional and features sophisticated hides and handcrafted details such as a new fastening mechanism and small metal cylinders that decorate the shoulder strap buckle and handle. It will be carried in Max Mara stores and retail at $1,390.
The bag is available in smooth calfskin, ponyskin, ostrich and deer, and in different versions, including color-block, monocolor and animal print. Hues span from red to tan, covering all main winter colors. “Our stores are physically evolving as more room is devoted to the accessories category,” noted Maramotti.
source: wwd