self-expression.
Contrasts collide in all the right ways to form a fluid aesthetic: relaxed yet sophisticated, demure yet bold, polished yet playful. Sheers, floral prints, pastels, pleating, and soft volume meet sharp tailoring, 90s references, boxy fits, utility elements and sporty details. Proportion play and unexpected bursts of colour are central to the mood.
Key pieces include transeasonal and spring outerwear like elevated cargo jackets, oversized trenches, luxe bombers, and car coats, while A-line skirts, voluminous trousers, polo shirts, and column and slip dresses in monochromatic prints carry <a href="https://jordangazette.com/ministry-of-sports-strengthens-phygital-sports-through-a-strategic-partnership-with-aspire-and-phygital-international/”>through the season. Footwear and accessories amplify the edgy vibe with sporty oval sunglasses, leather toe-post sandals, modern slingbacks, and structured bags with integrated cut-out handles, in both printed and colour-pop versions.
The campaign captures the non-conformist attitude of MAX&Co
‘s new identity, starring brand ambassador Paloma LeFriant—daughter of legendary DJ Bob Sinclair—who was chosen for her distinctive style and rebellious personality. Created in collaboration with creative agency Highsnobiety and shot by Grant James Thomas with styling by Lorenzo Posocco, the campaign brings to life a visual manifesto of the brand’s new mood.
