MILAN — Marina Rinaldi has tapped Patricia Arquette to front its fall advertising campaign, photographed by Bruce Weber.

“We’ve been moving away from sizes and into the idea of real women, in a culture where size and age are taboos,” Lynne Webber, managing director of the brand, which is controlled by the Max Mara group, told WWD.

The label has been promoting the statement “Women Are Back” and focusing on “providing choices for women of all sizes and ages,” Webber said. To this end, Arquette is “the perfect example; she embodies all values, she is beautiful and successful, and she has shown she has the courage to stand up against the psychological pressures, even more so in her role as an actress, and accept the natural evolution.”

“ What I love about Marina Rinaldi is how much they care about women, about making them all feel beautiful, powerful, confident,” Arquette said. “When it comes to self acceptance and body consciousness, most women still feel insecure and struggle to correspond to a stereotyped kind of beauty. Marina Rinaldi — through a straightforward communication strategy and through extraordinary fashion collections — helps all women believe in themselves and in the individual beauty each of them possesses. I’m proud I’ve been offered the chance to add my voice to the statement ‘Women Are Back.'”

Webber highlighted Arquette’s “very strong family values” and how these are reflected in the joyful images of the campaign, also in line with the message of being “at ease with oneself and assertive.” The Oscar-winning actress has been signed on for two seasons. The fall campaign will debut in all main fashion titles in July.

The images show Arquette as part of a big family in a house brimming with children and teens. Weber also photographed Arquette together with New York artist Eric White, the actress’ real-life companion.

Webber said Marina Rinaldi has recently been moving toward campaigns set in a context, “putting a narrative in the images and creating little stills, and Weber is a master at this.”

Marina Rinaldi, which has yearly sales of 160 million euros, or $182 million at current exchange rate, is also leveraging the campaign to further grow its U.S. business. “We want to develop this market, where we have been growing steadily, and which has a huge potential for us,” Webber said. “The paradox is that, statistically, there is a resistance there to plus-size brands, as they are associated with cheap fashion options. But women shouldn’t be denied quality choices because of their size.”

The brand is available at department stores including Saks Fifth Avenue, Neiman Marcus and Nordstrom. The online business is “very strong,” said Webber, and there are boutiques in New York and Los Angeles. In the medium-term, there are plans to open additional stores.

Italy remains the brand’s main market, followed by Russia and its surrounding countries. Exports are growing, said the executive, noting they now account for 65 percent of revenues.

Globally, there are 300 Marina Rinaldi units and the brand is available at 500 multibrands stores.