beginning to heat the stores. Just in case you aren't familiar with the concept, it is the line of function-meets-luxury customisable clothes and accessories for women who are constantly on the move and may need something easy, cosy and practical in addition to the classic camel coat.
Although The Cube has been around since 2008, this is the first time I really thought of it thanks to the advertising campaign that caught my attention. The photos looked more arty than sporty and made me wonder what it would be like to wear that parka with a sparkling embellishment.
Whether it was a photo, the emerald and blue colours of the collection, or the piece itself, but this time the ad really captured the concept of transformation, a visual metamorphose and became one of my favourite campaigns of the season and a print to frame.
Photo source: Hanne Gaby Odiele photographed by Zoe Ghertner for S' Max Mara The Cube Spring/Summer 2015 campaign via maxmara.com