High Concept

I’ve got it: For our new brand campaign, a Vulcan. A Vulcan with an orchid. A Vulcan wearing platform shoes with an orchid. Yes! A Vulcan wearing platform shoes with an orchid kneeling in front of a low couch. Not a Vulcan as hot as T’Pol, though, wearing platform shoes with an orchid kneeling in front of a low couch with our handbag in front of her.

Make it so.

Lord help us, they did so.

Vulcan with an Orchid

Not only did they do so, but on the Max Mara Web site you can see a whole lot of other images of model Saskia de Braw with an orchid.

Is it triggering purchasing Pon Farr in you? No?

I imagine there are three types of people in the fashion world: Those with the “vision” to create fashion, those who pretend they do and spend large sums of money to convey that impression, and the rest of us.

I don’t think the rest of us is the target audience.