By  on December 8, 2006

MILAN — Max Mara's trendier and stronger fashion direction embraced for spring has trickled down to its ad campaign. For the first time, the fashion powerhouse hired two models, Vlada and Lara Stone, and opted for black-and-white images.

Their hair knotted in a ruffled ponytail, black eyebrows made ruler-straight and interacting through graphic poses, the models were shot at Milk Studios in New York by Craig McDean.

"Max Mara [brand] is 55 years old, but we want to show that it's still young and modern," said a spokesman. "For us, this campaign is more aggressive, fashion-forward and feminine. It's a break from the past."

The campaign, which breaks in the January issue of American Vogue, is unquestionably a departure from the company's safer, whitewashed studio pictures of past seasons.

The ad budget was not disclosed, but a spokesman said that last year the Max Mara Group bought 1,600 ad pages worldwide, half of which were dedicated to the Max Mara brand.

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