MAX&Co unveils its first fragrance collection in partnership with Mavive

Italian contemporary fashion brand Max&Co.(part of Max Mara Fashion Group) is launching its first fragrance collection in partnership with Venice-based perfumery company Mavive.

The line includes three distinct eaux de parfums - She Is a 10, Morning Can Wait, and Good Vibes Don't Lie to captivate a global audience of Millennial and Gen Z consumers. A fourth fragrance is expected to be released in 2026 to celebrate MAX&Co.'s 40th anniversary.

Designed to resonate with diverse personalities, each of the three fragrances embody the brand's bold, vibrant and inclusive ethos, and have been developed with renowned perfumers and enhanced by Wellmotion technology.

She Is a 10: Created by perfumer Violaine Collas to exude confidence and charisma, the fragrance blends vibrant notes of Italian bergamot, orange, strawberry extract, and jasmine, making it perfect for making a statement.

Morning Can Wait: Crafted by Jerome Di Marino, this scent embodies a carefree, rebellious spirit with its notes of bright citrus accords, Sambac jasmine, cocoa elixir, and warm cedarwood.

Good Vibes Don't Lie: This fragrance by Master perfumer Veronique Nyberg embodies optimism and authenticity, with a composition that combines bergamot, violet leaves, frangipani, osmanthus, tonka beans, and Red Champaca flower.

Announced in September 2024, the partnership with Mavive marks a significant step in MAX&CO's evolution, paving the way for further expansion in the fragrance world.

'We are proud to announce this partnership and a new chapter in the history of MAX&Co. In Mavive we have found an ideal partner, a truly special Italian reality that, like us, has been committed to research and innovation for years, with a deep respect for the traditions and skills of the craft. We reflected on the radical and irreverent positivity of MAX&Co., which together, through a new sense, we want to spread in the world,' Elia Maramotti Max&Co Brand Director and Member of Max Mara Fashion Group Sustainability Committee said in a press release at the time.


'I am pleased that Mavive has signed this important agreement for the distribution of the MAX&Co brand, a brand with a strong personality and able to represent the demands and needs of contemporary female consumers. A brand synonymous with quality, an aspect that we have in common. This important new license is part of the strategy of diversification of the Mavive portfolio and expansion of the offer, operations that will allow us to support the 5-year business plan that includes ambitious objectives with balanced growth,' added Mavive CEO Marco Vidal.


The Max&Co. Fragrance Collection will be available in September 2025 on the brand's e-commerce platform (world.maxandco.com), 15 select MAX&Co. boutiques across Europe, and 350 Douglas stores in Italy.

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