Cube Wilde 1200x675 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 eight photographers to give a new visual interpretation to Max Mara’s iconic project. They were assigned to stick to one simple concept: life, cubed.

“Instead of using my traditional objects as sculptural elements, I used The Cube, how completely different materials can be mixed together to create new values, ideas, and visions.”

Lorenzo Vitturi

In an evocative Peruvian landscape, Lorenzo Vitturi harmoniously combines his two passions: sculpture and photography. He presents a perfect union like that of two cultures: the first between the Italian design object and the Peruvian background, and a more intimate and inspirational one between a Peruvian mother and an Italian father.

Cub Fw19 Vitturi 2 Max Mara

“Instead of using my traditional objects as sculptural elements, I used The Cube, how completely different materials can be mixed together to create new values, ideas, and visions.”

Lorenzo Vitturi

In an evocative Peruvian landscape, Lorenzo Vitturi harmoniously combines his two passions: sculpture and photography. He presents a perfect union like that of two cultures: the first between the Italian design object and the Peruvian background, and a more intimate and inspirational one between a Peruvian mother and an Italian father.

“More and more my pictures are about communicating my personal experience rather than telling someone else’s story.”


Christopher Anderson

Another very interesting and sentimental interpretation is that of Christopher Anderson, who picks his wife, Marion, and daughter as his subjects and sources of inspiration. Christopher collects passports, thanks to his unique snapshots around the world. He was awarded the Robert Capa Gold Medal for some of his photographs.

Cube B 1440x1920 Max Mara

“More and more my pictures are about communicating my personal experience rather than telling someone else’s story.”


Christopher Anderson

Another very interesting and sentimental interpretation is that of Christopher Anderson, who picks his wife, Marion, and daughter as his subjects and sources of inspiration. Christopher collects passports, thanks to his unique snapshots around the world. He was awarded the Robert Capa Gold Medal for some of his photographs.

Tina Barney, a photographer from New York, has exhibited her works in the most prestigious art institutions.

When asked if she has ever felt discomfort or pressure being a woman who has become part of a typically male-dominated world, she shows her strong personality by responding "Not even for a second". She created metropolitan, realistic and energetic images for The Cube project, displaying her spirit.

Cube A 1440x1920 Max Mara

Tina Barney, a photographer from New York, has exhibited her works in the most prestigious art institutions.

When asked if she has ever felt discomfort or pressure being a woman who has become part of a typically male-dominated world, she shows her strong personality by responding "Not even for a second". She created metropolitan, realistic and energetic images for The Cube project, displaying her spirit.

Five other photographers have previously interpreted the project. Life stories are told through the shots: Erik Madigan Heck was inspired by the moment he discovered his vocation for photography, Koto Bolofo revisited his childhood memories through The Cube, and Rinko Kawauchi sought to convey positivity in the beginnings of a new life. Lastly, The Cube was interpreted as an ethereal and timeless idea by Hellen Van Meene and as an object of pure design by Max Farago.