Max Mara releases a collection inspired by Phoebe Waller-Bridge’s James Bond

Images via Max Mara
Words by Maeve Kerr-Crowley

The name’s Bond, Jane Bond.

With 24 films and a few decades behind them, it wouldn’t be unreasonable to think Bond films had had very few surprises left in them.

As popular and well-made as the films are, it’s pretty easy to predict what each will entail: James Bond will wear a suit, wield a gun, drink a martini and hang out with a sexy woman. Then there’ll be some very thrilling action sequences.

It’s a winning formula, and one we’re unbelievably excited to see shaken up by FJ darling Phoebe Waller-Bridge.

Following the success of shows like Fleabag and Killing Eve, PWB is one of the writers behind the franchise’s 25th instalment hitting screens this year.

Apparently we’re not the only ones eager to see what she’ll bring to the iconic series, as Italian label Max Mara has credited Waller-Bridge and the Bond franchise as the inspiration for its latest campaign.

Designer Ian Griffiths built the brand’s SS20 collection around his ideas of what the writer might do with Bond’s character in No Time to Die.

Inspired by PWB’s mission to give women a bigger role in the franchise, Griffiths invented a heroine who, he told WWD, “does everything Bond does but without using a gun and without degrading other people.”

Lady Bond seemingly does all this while wearing tailored pastel co-ords or utilitarian black and white polka dots.

Max Mara’s campaign was shot by Stephen Meisel, and features aptly powerful models Gigi Hadid, Adriana Lima, Joan Smalls and Irina Shayk.


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