MAX&Co. Autumn/Winter 2026

Cementing MAX&Co.'s bold new chapter, A/W 26 marks a defining step in the brand's evolution and creative direction. Anchored by the mantra "Keep it cool", the collection reframes dressing as instinctive and personal - celebrating the joy of getting dressed andthe freedom to interpret style on your own terms.

The notion of "cool" is reimagined - stripped of clichés and defined by the wearer. 

MAX&Co.'s signature mix-and-match approach and well-crafted, quality-driven pieces come alive with renewed energy, reshaping multi-tasking silhouettes and revisiting familiar codes such as preppy, utility, retro, and sleek tailoring through proportions, contemporary cuts, pops of bold colour, and gently oversized shapes.

Hybrid mixing governs the wardrobe. Layering, hi–lo combinations, and unexpected pairings allow the range to move effortlessly between work and travel, city and outdoors, structure and fluidity. Tailoring meets casual, dressy meets relaxed, matte contrasts with shine, and fuzzy textures offset flat surfaces, while tech elements intersect with sartorial codes, reflecting fluid, always-on lifestyles.

Rooted in Italian heritage yet informed by a global, fluid perspective, the collection shapes a lifestyle-driven range where ponchos, boxy blazers, roomy trousers, colour-blocked tactile sweaters, and sportif tops can be layered and combined in multiple ways. Knitwear and outerwear remain pillars of a buildable, investment-led wardrobe, while colour, humour, and subtly eccentric touches convey a confident, non-prescriptive attitude. 

Designed for expressive, individual dressing, the wardrobe encourages a personal connection with each piece: MAX&Co.lays the foundation, the wearer completes it.

The campaign exemplifies this mood, portraying real women across generations in unguarded moments where individuality takes the lead. Everyday heroes - confident, authentic, and quietly impactful - emerge through Barathy, a paediatric nurse; Tatiana, a skin therapist redefining well-aging; and Imke, a photographer, mother, and outdoor enthusiast, each redefining strength in their own way.

Central to this new chapter is the graphic red square, a MAX&Co. hallmark that becomes a storytelling symbol. Threaded across the collection, sometimes subtle, sometimes bold, itcarries an IYKYK ("If You Know, You Know") quality - rewarding those in the know while remaining understated. It links the pieces, reinforces identity, and embodies a confident, self- assured spirit.

Accessories follow a minimal-meets-maximal approach, spanning heritage and sport influences while this season's &Co.LLABORATION with RÆBURN, titled "Snap. Pack. Deploy.", introduces pieces designed to layer, protect, and adapt. As MAX&Co. celebrates its 40th anniversary, A/W 26 affirms the brand's evolution - grounded in quality, guided by curiosity, and defined by the freedom to interpret style individually.

Keep it cool.