Maintaining its strategy to work with a Hollywood A-list actresses to advertise its super successful accessories business, Max Mara has now signed Amy Adams to front its next two campaigns
The acclaimed Oscar nominee is taking the reins from fellow actress Jennifer Garner for the Italian label's campaigns after just one year. Amy Adams will star in ads for both the Autumn/Winter 14 and Spring/Summer 15 collections.
"Jennifer Garner was the first celebrity we worked with [on the accessories campaigns] and the feedback we received was excellent both in terms of sell-in and sell-out, and in terms of credibility," said Giorgio Guidotti, worldwide President of PR and Communications for the Max Mara Group. "This new step is a sign of continuity. The claim is the same: "Timeless is now." These are timeless actresses, not associated to a scoop of the moment." Guidotti also talked about how Adams built her career through different roles, citing Walt Disney Pictures' 2007 musical film Enchanted on to her Golden Globe this year for her performance in American Hustle.
Later this year, Adams will appear in Big Eyes by Tim Burton, and in 2016 is set to star opposite Ben Affleck's lead in Batman vs. Superman – Jennifer Garner's husband, incidentally.
Adams was photographed by Mario Sorrenti and the images will be revealed for the first time in New York today, at the brand's boutique. The collaboration will also be marked by a dinner for about 80 guests, including Adams, tonight at Viceroy.