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Back in Fall 2022, Ian Griffiths ditched Steven Meisel as Max Mara’s campaign photographer, in favor of Ethan James Green. Until recently, Meisel had captured the Italian high-end fashion label’s advertising campaign for years and the changing of the guard remains in full effect for the Fall 2023 season, as EJG is welcomed back once again. Now shooting his third consecutive campaign for Max Mara, the American model-turned-photographer remains inside his photographic studio, and shoots models Imaan Hammam and Karolina Spakowksi. The campaign is complete with Tonne Goodman styling out the girls in Griffiths’ ultra-chic and luxurious collection boasting rich cashmere, wool and leather.

Something, however, appeared a little off through the eyes of our forum members. “Karolina looks like an AI creation,” shrieked mikel.
“They Photoshopped Karolina’s face to look like Rebecca Romjin’s. I guess Ethan has also taken on the excess on Meisel’s current post-production with gusto,” noted Cocteau Stone.
“The amount of Photoshop used on this image is ridiculous, did he take lessons from Luigi & Iango?” asked FashionPower.
“Looks like an American Vogue editorial, not a campaign. The smiling made it commercial. And not in a good way,” jeremydante voiced.
Yet not everyone was so unforgiving. “The suspicious Photoshop activity aside, I’m liking what I see thus far! It’s Ethan James Green doing his best Steven Meisel impression, feels quintessential Max Mara and the inclusion of Imaan Hammam is just the icing on the cake,” commented vogue28.

See more from Max Mara’s Fall 2023 advertising campaign and join the conversation, here.

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