Weekend Max Mara—Italy's effortless couture-casual label—has unveiled its 2025 Spring/Summer collection alongside a new campaign titled Lisboa Diary. Shot in sun-soaked Lisbon, the campaign channels the city's warm light and lively energy, celebrating a free, elegant mood.
Model Grace Valentine teamed up with photographer Sean Thomas to frame the campaign in Lisbon’s city center. Their images capture Atlantic breezes, alleys scented with bittersweet oranges, and scenes drenched in soft sunlight—each shot reflecting Weekend Max Mara’s signature touch. Historic details and vivid local colors weave together, giving the campaign a relaxed, romantic tempo that feels distinctly Lisboeta.
The campaign spotlights Weekend Max Mara’s iconic gabardine trench coat and the Pasticcino bag. Against clear blue skies and Portugal’s famed azulejo tiles, the collection reads classic yet modern. The trench is lightweight and easy to wear, updated in a refined color palette for polished, effortless looks. The Pasticcino bag—soft to the touch with natural, muted tones—captures the season’s breezy, liberated spirit.
The range also includes leather jackets and blousons, striped shirts and tees, relaxed-fit pantsuits, sporty outerwear, jumpsuits, multiple denim silhouettes, and printed silk skirts. These pieces play beautifully against Lisbon’s evocative alleys, traditional markets, and old-world patisseries—perfect for crafting polished, sensory-driven outfits.
Weekend Max Mara’s 2025 Spring/Summer collection offers a relaxed, free-spirited mood that’s perfect for the warm months. The line is available at stores across Korea and through Weekend Max Mara’s official Korean online store.
