This year is a very special one for Max Mara as they mark their 75th anniversary and the launch of their exciting new fragrance, Le Parfum. The highly anticipated fragrance will launch on September 1st and features a beautiful balance of notes, including vanilla, sandalwood, and a duo of natural tuberose from Grasse and Guatemala. The scent is like bottling an invisible coat, warm and inviting, much like a hug or being wrapped in a jacket. The bottle design reflects this as well, mirroring the iconic Max Mara silhouette complete with the tie and button detailing on the cap. The incredible Florence Pugh fronts the launch and campaign as the ideal Max Mara woman, confident, independent, and elegant. S Magazine traveled to Rome to discover the fragrance ahead of the launch and speak to Pugh about her first reaction to the fragrance, working with Mario Sorrenti on the campaign, and her connection to Max Mara.

You are the new muse for Max Mara’s first fragrance. Do you remember your very first encounter with the brand?

“Well, I think my first encounter was not even with the clothes themselves, but with the images of the brand in fashion magazines. There was something so quietly captivating about them, a mix of strength and elegance that felt real. And over time, I naturally came to associate Max Mara with its coats. They kept appearing, season after season — beautifully made, deeply desirable. For me, they’re now inseparable from the brand.”

For 75 years, Max Mara has built a strong and consistent identity. What speaks to you most about its universe?

“What speaks to me most is its timelessness. Every piece, every image, feels carefully considered, never overstated, yet utterly confident. And of course, what speaks to me as well is that understated power in the way the brand dresses women — it’s about presence without shouting, strength without force. There’s a real sense of confidence that feels natural in Max Mara’s universe. The clothes don’t try to transform you or make a statement for you — they support you. They allow women to feel grounded, composed, and comfortable in who they are, which creates a very natural kind of confidence. That subtlety, that restraint, is what keeps drawing me back to the brand.”

When you look at Max Mara’s iconic coats, what do they represent to you — beyond fashion?

“I would say independence and self-respect. They are like statements of who you are, silently communicated through posture and presence. There is an elegance in that simplicity, a strength that doesn’t need validation from anyone else. What I find powerful is that nothing is imposed. The coats don’t define you — they reflect you. They suggest confidence, maturity, and a certain clarity about who you are and how you choose to move through the world. It’s all about ease, balance, and quiet conviction.”

What connection do you have with perfume in general in your life?

“Perfume has always been something very personal to me. It’s never about announcing myself or leaving a strong statement behind. I wear fragrance for myself — as a way to feel grounded, held, more present in my body. It’s often the last thing I put on before stepping out, and the first thing that helps me feel ready. Almost like a quiet ritual — something intimate that stays close to the skin and supports you throughout the day.”

The fragrance explores the idea of an “invisible coat.” How did you personally understand this concept?

“To me, the “invisible coat” felt instantly relevant. It’s that quiet layer of confidence you put on before stepping into the world — the thing no one else sees but everyone somehow feels. I’ve always relied a lot on intuition, on how something makes me feel, and this idea captures that perfectly. It’s like being supported without being shaped.”

Do you remember your first reaction when you smelled Le Parfum?

“I do, very clearly. My first thought was, “Oh, this is intimate.” It felt warm and elegant but also surprisingly modern. I remember closing my eyes for a second because it hit me emotionally before I could even describe it. First, there’s a woody note, strong, almost masculine. Then, a creamy floral note. As it settles, the vanilla appears — not loud, but addictive in the way it lingers. It really does feel like a second skin; like putting on something that has been made just for you.”

The campaign’s red thread is ‘When you’re ready, you’ll know’. Why do you think it is important for women to feel ‘ready’ today?

“I think being “ready” is less about perfection and more about trust — trusting yourself, your choices, your instincts. Today, life throws so many expectations at women, and feeling ready means handling things in a way that feels true to you. It’s about knowing when to move forward, and when to pause. About listening to that inner sense of timing rather than outside pressure. When you’re ready, you don’t need approval, you don’t need to explain yourself. You just know. And that kind of readiness can be incredibly grounding in a world that’s constantly asking women to do more, be more.”

You were behind the lens of Mario Sorrenti on this project. What was it like working with him?

“Working with Mario was a fascinating experience. He gave me space to explore and help shape the image. It was really like a duet. What I loved most was the trust in the process. Mario doesn’t force anything. He waits, observes and lets things happen naturally. This made the experience feel instinctive, and very much in the present moment. It actually reminded me a lot of acting — not performing, but being fully engaged with the moment. The idea that you’ll know when you’re ready really came to life on set. It was about recognizing that precise instant when everything aligns — posture, gaze and energy — and capturing it without overthinking. That’s when the image becomes real.”

How would you describe the fragrance in three words?

“Intimate. Enveloping. Grounded.”