Florence Pugh fronts the new scent, which is billed as an "invisible coat." Mario Sorrenti See more of our coverage in your search results.
Add Page Six on Google Layering season is almost upon us.
And while Max Mara’s iconic, celeb-adored teddy coats will run you upwards of $3,000, its first-ever fragrance launch — Le Parfum Eau de Parfum — just might be the next best thing.
Billed as an “invisible coat,” the sensual, woody floral blend is inspired by the quietly luxurious outerwear (sans the four-figure price tag). Just ask Florence Pugh, who stars in the accompanying campaign.
“It actually smells like cashmere,” the actress said at a launch event, per Marie Claire.
She added to Elle UK that how much it evokes the textile is “one of the most miraculous things.”
With ingredients like sandalwood, cedarwood, tuberose and vanilla, the scent is designed to fuse traditionally masculine and feminine elements — just like Max Mara’s unmistakable outerwear.
“They’ve been dedicated to creating a fragrance that smells and feels like their iconic coat,” Pugh added.
Even the bottle echoes the silhouette of the double-breasted Icon Coats, which have appeared on everyone from Katie Holmes to Celine Dion over the years. (Not to mention, Nicky Hilton’s such a fan of the style, she once told us she has “at least 30” of them.)
Pugh said the new fragrance “actually smells like cashmere.” Mario Sorrenti While it just hit the market, early reviews are overwhelmingly positive. One Nordstrom shopper even said that while they usually purchase $400+ perfumes, Max Mara’s $180 fragrance was “even better than most of those.”
“I get lots of compliments!” a second reviewer added. “It’s definitely a great date night or fall and winter scent since it is so rich and deep.”
This article was written by Hannah Southwick, Commerce Associate Editor for Page Six. Hannah spies deals on actually affordable celebrity-worn styles, puts celebrities’ brands to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.
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