Cube Cover Max Mara

Max Mara The Cube is an iconic project focusing on the down jacket featuring an integrated collection of outerwear and accessories. Originating in 2008, its clear-cut identity is accentuated by its signature cube packaging.

Max Mara The Cube.

The innovative design of Max Mara The Cube makes the piece a year-round "cult item" and in Berlin's Staatliche Museen and New York's FIT collections, where it was displayed within the "Fashion and Technology" exhibition. In a new bid to celebrate the versatility and craftsmanship behind Max Mara The Cube's design, we asked renowned photographers to give a new visual interpretation to the coat. They were assigned to stick to one simple concept:  life, cubed.

“What I do when I take photos is I live in the moment. I create situations where something interesting will happen, and by allowing everyone to be part of the creativity you get spontaneous moments”.

As a native resident of Malibu, California, and mother of two sons, Tierney Gearon is surrounded by surf culture; a lifestyle that inspired her images of Max Mara The Cube. After a long day near the Pacific seaside, nothing feels better than the comfort of a down coat.

's Cube 1 Max Mara

“What I do when I take photos is I live in the moment. I create situations where something interesting will happen, and by allowing everyone to be part of the creativity you get spontaneous moments”.

As a native resident of Malibu, California, and mother of two sons, Tierney Gearon is surrounded by surf culture; a lifestyle that inspired her images of Max Mara The Cube. After a long day near the Pacific seaside, nothing feels better than the comfort of a down coat.

“The subject, for me, is a gift that keeps on giving because the definitions have been changing.”

Laurie Simmons got a Kodak Brownie camera from her father when she was six years old and her future was set. Today, Simmons is one of the world's premiere visionaries. The scale of dolls, dollhouses and a skewed sense of scale is used in her interpretation of Max Mara The Cube.

's Cube 2 Max Mara

“The subject, for me, is a gift that keeps on giving because the definitions have been changing.”

Laurie Simmons got a Kodak Brownie camera from her father when she was six years old and her future was set. Today, Simmons is one of the world's premiere visionaries. The scale of dolls, dollhouses and a skewed sense of scale is used in her interpretation of Max Mara The Cube.

“I like the idea of making images of things you know exist but don’t necessarily see a lot of”

Marilyn Minter is covered in freckles, yet she spent a lifetime seeing freckle-free images from popular culture--and it had a tremendous impact on the artist's creative process. In her images of Max Mara The Cube, Minter was determined to challenge the status quo by celebrating multicultural beauty.

's Cube 3 Max Mara

“I like the idea of making images of things you know exist but don’t necessarily see a lot of”

Marilyn Minter is covered in freckles, yet she spent a lifetime seeing freckle-free images from popular culture--and it had a tremendous impact on the artist's creative process. In her images of Max Mara The Cube, Minter was determined to challenge the status quo by celebrating multicultural beauty.

Eight other photographers have previously interpreted the project: Erik Madigan Heck, Koto Bolofo, Rinko Kawauchi, Hellen Van Meene, Max Farago, Lorenzo Vitturi, Christopher Anderson and Tina Barney.

Cube Landing Camelux Mobile Max Mara

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