MAX&Co.: Fragrances Beyond a Single Image of Womanhood

There is not just one MAX&Co. woman. The brand connects with different personalities, and we wanted to reflect that multiplicity in these three fragrances.

── Marco Vidal, CEO of Mavive

Essential Information

• Established: 1986 (fragrance line debuted in 2025)
• Parent group: Max Mara Fashion Group
• Fragrance licensee / manufacturing and distribution partner: Mavive S.p.A., Venice
• Official website: maxandco.com
• Official Instagram: @maxandco

The Origins of the Brand

MAX&Co. is a contemporary brand for modern young women, established in 1986 by Italy’s Max Mara Fashion Group. Its parent, Max Mara, is a pioneer of Italian ready-to-wear, founded in Reggio Emilia in 1951 by entrepreneur Achille Maramotti. MAX&Co. emerged as its youth line, a “trendy, youth division” committed to fashion that reaches younger generations without compromising quality.

Over nearly 40 years, the brand has consistently remained active at the forefront of contemporary fashion. MAX&Co. is currently led by Ludovica Germanetti, a granddaughter of founder Achille Maramotti and a central figure in the next generation, known within the family as “Gen 3.” She began her career on the sales floor of a Max Mara store in Milan.

A turning point came with the major rebranding announced in spring 2025. The new visual identity, created by London creative studio Made Thought, shifted the signature color from the previous pink palette to a more confident red, making visible an energy that was “logical, but freer and more expressive.” This refresh looked ahead to the brand’s fortieth anniversary in 2026, and the fragrance collection is positioned at the center of a series of developments leading up to that anniversary.

In September 2024, the brand had announced its entry into fragrance. It chose the Venetian perfume house Mavive S.p.A. as its partner. A family-run company with more than 120 years of experience in perfumery, Mavive was established as a Vidal family business in 1986, coincidentally the same year as MAX&Co. The two signed a global licensing and distribution agreement, and MAX&Co.’s first perfume collection was unveiled in Italy in September 2025.

We aimed to combine quality with accessible prices, a principle at the heart of MAX&Co. We believe this collection can express that philosophy in the fragrance market as well.

── Marco Vidal, CEO of Mavive

What Defines the Brand

The brand’s theme in fragrance is not to confine women to a single image. Women who choose MAX&Co. have diverse personalities, moods, and moments, each deserving a different fragrance to accompany it. With this in mind, the launch collection was deliberately introduced as a trio of three simultaneous releases.

We wanted to capture three different moments, each expressed through its own name, color, and scent profile. That allows us to offer customers a broader choice while also increasing our presence and visibility on perfumery shelves.

── Marco Vidal, CEO of Mavive

The fragrances in the collection were named by Italian artist Pietro Terzini, a regular collaborator with MAX&Co. Based in Milan, Terzini is a multidisciplinary creator known for witty, affirmative “word art.” At Milan Fashion Week in 2025, he presented the “HERE WE GO AGAIN” capsule collaboration with MAX&Co., and the same feel for words has been brought to the names of these three perfumes.

The fragrances were developed by the French fragrance house MANE (in Japanese), using its new emotion-oriented technology platform, “Wellmotion.” This framework for formula development is designed to bring out the olfactory benefits of individual fragrance ingredients as emotional responses, with the aim of making perfume a means of changing one’s mood. The bottles, meanwhile, use colored glass in silhouettes combining straight lines and curves, with red labels in the signature color introduced in the rebranding. Arranged side by side in three different colors, they form a small mood board on the shelf.

The Fragrance Collection

The first collection consists of three eaux de parfum.

SHE IS A 10

Perfumer: Violaine Collas

A fruity-floral celebration. Essential oils of Italian bergamot and orange rise joyfully, while the freshness of wild strawberry overlaps with lustrous jasmine in the heart. A warm, musky finish spreads through the base, leaving depth beyond sweetness alone. Like declaring oneself a perfect ten, this is a fragrance for setting out in the morning with light at one’s back.

MORNING CAN WAIT

Perfumer: Jérôme Di Marino

After a light citrus opening, the rich sweetness of sambac jasmine intertwines with the bitter shadows of cocoa, and cedarwood in the base draws out a long finish. Still carrying the remnants of a conversation that continued late into the night, one wants to keep the morning light at bay just a little longer. This bold, feminine fragrance affirms that desire for “just a little more time.”

GOOD VIBES DON’T LIE

Perfumer: Véronique Nyberg

Fresh bergamot, the green touch of violet leaves, the softness of frangipani, the fruitiness of osmanthus, and the rare red champaca flower blend in a radiant bouquet. Tonka bean settling into the base leaves a sweet, long resonance, wrapping the wearer in relaxed happiness. It is a fragrance that seems to say one can simply trust the positive feelings of everyday life.

By the Way

• Pietro Terzini’s relationship with MAX&Co. extends beyond naming perfumes. Through the “&Co.llaboration” series following the rebranding, they have created three capsule collections together: “BLA BLA BLA” in 2024, “HERE WE GO AGAIN” for Autumn/Winter 2025, and “1-800 GIFT ALERT” for Spring/Summer 2026. His affirmative, witty words flow through the brand’s world from clothing to scent.