Cube Cover Max Mara

An iconic project focussing on the down jacket, The Cube by Max Mara is an integrated collection of outerwear and accessories. Born in 2008, its clear-cut identity is accentuated by the unmistakable Cube packaging.

Max Mara The Cube.

Its innovative design has seen Max Mara’s The Cube feature as a “cult item” in collections in Berlin’s Staatliche Museen and the FIT in New York, where it was displayed within the “Fashion and Technology” exhibition. In a new bid to celebrate the research and innovation behind Max Mara The Cube’s design, we asked eleven photographers to give a new visual interpretation to Max Mara’s iconic project. 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 resident of Malibu, California, and mother of two surfing sons, Tierney Gearon is surrounded by surf culture; a scheme that inspired her images of Max Mara The Cube. After a long day catching cold Pacific waves, 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 resident of Malibu, California, and mother of two surfing sons, Tierney Gearon is surrounded by surf culture; a scheme that inspired her images of Max Mara The Cube. After a long day catching cold Pacific waves, 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 6 years old and her future was set. Today, Simmons is one of the world’s preeminent. The scale of dolls, and dollhouses are a favourite topic. And this skewed sense of scale is once again being used in the 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 6 years old and her future was set. Today, Simmons is one of the world’s preeminent. The scale of dolls, and dollhouses are a favourite topic. And this skewed sense of scale is once again being used in the 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 images from popular culture where the casting was quite freckle-free and it had a tremendous impact on the artist’s creative process. In her images of Max Mara The Cube, Minter cast a model she calls “The Face of the Future” — a beautiful woman who is multiracial and challenges the fashionable ‘norm’.

'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 images from popular culture where the casting was quite freckle-free and it had a tremendous impact on the artist’s creative process. In her images of Max Mara The Cube, Minter cast a model she calls “The Face of the Future” — a beautiful woman who is multiracial and challenges the fashionable ‘norm’.

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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