THE WHAT? Max Mara and Shiseido have appointed British actress Florence Pugh as the global face of the fashion house’s first fragrance, ahead of its launch in August 2026.
THE DETAILS The appointment follows the fragrance licensing agreement signed between Max Mara and Shiseido in July 2024. The new fragrance is scheduled to launch on 24 August 2026 and marks Max Mara’s entry into the prestige fragrance market under the partnership. Academy Award-nominated actress Florence Pugh will lead the global campaign, becoming the first ambassador for the fragrance line. Shiseido is responsible for the fragrance’s development, manufacturing and global distribution under the long-term licensing agreement.
THE WHY? The appointment supports the launch of Max Mara’s fragrance business by leveraging Florence Pugh’s global profile to build awareness and reinforce the brand’s positioning in the luxury fragrance market. It also marks an important milestone in Shiseido’s strategy to expand its prestige fragrance portfolio through licensed fashion brands.
Source: LinkedIn
