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Italian fashion house Max Mara has unveiled a new fragrance, Max Mara Le Parfum, inspired by one of the brand’s most recognizable symbols — its signature cashmere coat.

Seventy-five years after the founding of Max Mara, the fashion house has brought the aesthetic of its iconic outerwear into the world of fragrance. According to the brand, the scent is designed to evoke the embrace of a soft coat while highlighting a woman’s inner strength, self-confidence and sense of freedom from the need for external validation.

Actress Florence Pugh is the face of the new advertising campaign.

The fragrance is built around rich woody-musky notes of sandalwood and cedarwood. Perfumers paired them with creamy tuberose, giving the scent a velvety character and creating an effect of “discreet, gentle opulence.”

The dry-down reveals warm vanilla notes and deep, resinous benzoin, creating a complex and highly textured olfactory composition.

Max Mara Le Parfum is certified vegan and contains 90% ingredients of natural origin, including natural cedarwood and Australian sandalwood essences. The composition also features two varieties of natural tuberose — from Grasse and Guatemala — along with benzoin extract and natural Italian Primofiore lemon essence.

The fragrance is available in 50 ml, 100 ml and 150 ml bottles, priced from $140. All three versions are refillable.

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