Similar to leaving the T.V. on for background noise, Max Mara is one of those reliable Italian luxury brands that doesn't exactly call attention to itself, but you’d miss it if it were gone. However, change is afoot now that the house has passed the half-century mark, and the label is revamping with a fresh, edgy image. New ads shot in black and white by fashion A-lister Craig McDean are set to break in the January issue of American Vogue which showcase models Vlada and Lara Stone in a series of graphic poses, mirrored by straight dark eyebrows and severe ponytails high on the head which erupt into a frizzy cascade. "Max Mara [brand] is 55 years old, but we want to show that it's still young and modern," a Max Mara spokesman recently told WWD. "For us, this campaign is more aggressive, fashion-forward and feminine. It's a break from the past." It’s unclear if they will be buying more ad pages, although they did acknowledge that the Max Mara group purchased 1,600 ad pages around the world last year, of which half were for Max Mara specifically. So-called Sleeping Beauty brands – a term coined by Karine Ohana, an investment banker in the luxury fashion market – are rife for re-birth. Instead of having to build a new brand from scratch, with these sleeping giant, it’s more a matter of taking the legacy that already exists, and giving it a good dusting off (a fresh design approach & advertising to match), and a sharp shake (money, money, money).

• Wikipedia entry about Max Mara
• Fashiontribes Daily Fashion & Lifestyle Blog