{"id":45774,"date":"2026-06-30T16:19:31","date_gmt":"2026-06-30T16:19:31","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=45774"},"modified":"2026-06-30T16:19:41","modified_gmt":"2026-06-30T16:19:41","slug":"florence-pugh-named-face-of-max-maras-first-fragrance","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/","title":{"rendered":"Florence Pugh Named Face of Max Mara’s First Fragrance"},"content":{"rendered":"\n

Max Mara has tapped Florence Pugh as the face of its first-ever fragrance, marking a new chapter for the Italian fashion house. <\/p>\n\n\n\n

The scent, arriving on counters August 24, 2026, is the inaugural product from a fragrance licensing partnership Max Mara struck with beauty conglomerate Shiseido in July 2024, bringing the brand’s tailoring heritage into the perfume aisle for the first time.<\/p>\n\n\n\n

The pairing isn’t entirely new. Pugh shot a Max Mara campaign in Rome this past April, wearing the brand’s signature Ludmilla Icon Coat, and has previously been honored with the label’s WIF “Face of the Future” award for her film work. Max Mara says her natural confidence reflects a modern take on femininity that aligns with the house’s identity.<\/p>\n\n\n\n

The Oscar-nominated actress has had a busy run lately. She’s also fronting Bvlgari’s 2026 jewelry campaign<\/a> and was previously named the face of Valentino Beauty. <\/p>\n\n\n\n

On screen, she’s gearing up for Avengers: Doomsday<\/em> and Dune: Part 3<\/em>, both expected later this year, following standout turns in Thunderbolts<\/em> and Oppenheimer<\/em>.<\/p>\n\n\n\n

For Max Mara, fragrance is the latest extension of a brand that’s leaned heavily on star power in recent seasons, a strategy similarly seen with Dove Cameron’s new face role for Diesel’s “Only Desire” fragrance<\/a>.<\/p>\n\n\n\n

Takeaways<\/strong><\/p>\n\n\n\n

This deal is a smart pivot for Max Mara, a brand long known for its coats and tailoring, now stepping into the far more lucrative and visible fragrance category. <\/p>\n\n\n\n

Pairing with Shiseido gives them the distribution muscle a fashion house alone usually lacks, and choosing Pugh, someone with genuine brand history rather than a fresh face, signals they want continuity over novelty.<\/p>\n\n\n\n

With Pugh now fronting both Bvlgari and Max Mara, how do brands manage potential overlap or “ambassador fatigue” for a single star? Could this fragrance launch be the start of Max Mara expanding more aggressively into beauty and lifestyle categories beyond apparel?<\/p>\n","protected":false},"excerpt":{"rendered":"

Max Mara has tapped Florence Pugh as the face of its first-ever fragrance, marking a new chapter for the Italian fashion house. The scent, arriving on counters August 24, 2026, is the inaugural product from a fragrance licensing partnership Max Mara struck with beauty conglomerate Shiseido in July 2024, bringing the brand’s tailoring heritage into […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,12,11,17],"tags":[],"class_list":["post-45774","post","type-post","status-publish","format-standard","hentry","category-beauty","category-brand-ambassador","category-endorsements","category-film-tv"],"acf":[],"yoast_head":"\nFlorence Pugh Named Face of Max Mara's First Fragrance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Florence Pugh Named Face of Max Mara's First Fragrance\" \/>\n<meta property=\"og:description\" content=\"Max Mara has tapped Florence Pugh as the face of its first-ever fragrance, marking a new chapter for the Italian fashion house. The scent, arriving on counters August 24, 2026, is the inaugural product from a fragrance licensing partnership Max Mara struck with beauty conglomerate Shiseido in July 2024, bringing the brand’s tailoring heritage into […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-30T16:19:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-30T16:19:41+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Florence Pugh Named Face of Max Mara's First Fragrance","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/","og_locale":"en_US","og_type":"article","og_title":"Florence Pugh Named Face of Max Mara's First Fragrance","og_description":"Max Mara has tapped Florence Pugh as the face of its first-ever fragrance, marking a new chapter for the Italian fashion house. The scent, arriving on counters August 24, 2026, is the inaugural product from a fragrance licensing partnership Max Mara struck with beauty conglomerate Shiseido in July 2024, bringing the brand’s tailoring heritage into […]","og_url":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-06-30T16:19:31+00:00","article_modified_time":"2026-06-30T16:19:41+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/"},"author":{"name":"Timeyin Mammah","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6"},"headline":"Florence Pugh Named Face of Max Mara’s First Fragrance","datePublished":"2026-06-30T16:19:31+00:00","dateModified":"2026-06-30T16:19:41+00:00","mainEntityOfPage":{"@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/"},"wordCount":326,"commentCount":0,"publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"articleSection":["Beauty","Brand Ambassador","Endorsement Deals","Film\/TV"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/#respond"]}],"copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"}},{"@type":"WebPage","@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/","url":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/","name":"Florence Pugh Named Face of Max Mara's First Fragrance","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/#website"},"datePublished":"2026-06-30T16:19:31+00:00","dateModified":"2026-06-30T16:19:41+00:00","breadcrumb":{"@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookingagentinfo.com\/news\/florence-pugh-named-face-of-max-maras-first-fragrance\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookingagentinfo.com\/news\/"},{"@type":"ListItem","position":2,"name":"Florence Pugh Named Face of Max Mara’s First Fragrance"}]},{"@type":"WebSite","@id":"https:\/\/bookingagentinfo.com\/news\/#website","url":"https:\/\/bookingagentinfo.com\/news\/","name":"Booking Agent Info News","description":"","publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookingagentinfo.com\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bookingagentinfo.com\/news\/#organization","name":"Booking Agent Info News","url":"https:\/\/bookingagentinfo.com\/news\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/","url":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","contentUrl":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","width":396,"height":274,"caption":"Booking Agent Info News"},"image":{"@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6","name":"Timeyin Mammah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","caption":"Timeyin Mammah"},"description":"Timeyin Mammah is a sports and entertainment writer with bylines in The Difference News, The Pointer Newspaper, Business Hallmark, and The Diplomat. 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