Ever since 2016, we’ve applauded Max Mara for making the marvelous decision to welcome back Steven Meisel as its campaign photographer of choice. Meisel’s campaigns for the Italian fashion house during the 90s were everything (and more) and he continues to raise the bar in 2020. Following last season’s multi-girl casting, Meisel opts to shoot another handful of the industry’s finest for Max Mara’s Spring 2020 offering, assembling models Gigi Hadid, Joan Smalls, Irina Shayk and Adriana Lima before his lens in a studio setting in outfits picked by Carine Roitfeld.
But the ads failed to enchant our forum members. “Awful cast and expressions, both look horrible. I love Max Mara, but they should get rid of Carine,” said anlabe32.
“If anybody has a doubt that Carine is involved in this, I guess those doubts went away. The collection wasn’t good… I feel like Carine is the only one supporting Joan’s career at this point. It seems like she is only doing Carine’s projects…” voiced Lola701.
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“This looks awkward, the posing is off and definitely looks more pre-fall than spring,” commented Riseup.
“So, so lazy,” disapproved an underwhelmed bluebanter.
“So far it looks like one of Luigi & Iango’s March/September shoots for Vogue Japan, featuring a big cast of great models trying to copy Meisel’s style. I like it, but this ain’t the Meisel I love,” aracic chimed in.
“Not a great campaign, but I’m happy for Joan. Every year people think she’s going to fade and she keeps proving them wrong,” declared pollyanna90.
Sharing the same sentiment was TommysBaby: “Nice to see Joan and I LOVED Gigi’s Max Mara by Meisel campaigns. But this is not it.”
“You call these supermodels? They look like models on their first photoshoot. I’ve heard of wooden acting, but I think this is the first time I’ve seen wooden posing,” mocked GivenchyHomme.
Dare to disagree? Share your thoughts and see more from Max Mara’s Spring 2020 campaign here.