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To celebrate Max Mara The Cube’s 10th anniversary, and in honor of a craft we love, we asked a group of photographers to give us their interpretation of this idea, with only one caveat in mind: life, cubed.

“Since the first day i picked up the camera, I knew anything else would just be a hobby.”

Erik Madigan Heck

At 14 years of age, American photographer Erik Madigan Heck received a camera as a gift from his mother, a painter. This gift marked a watershed moment in his life and Erik developed a painter-like approach, becoming well known for his dreamlike images deeply rooted in colour theory.

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“Since the first day i picked up the camera, I knew anything else would just be a hobby.”

Erik Madigan Heck

At 14 years of age, American photographer Erik Madigan Heck received a camera as a gift from his mother, a painter. This gift marked a watershed moment in his life and Erik developed a painter-like approach, becoming well known for his dreamlike images deeply rooted in colour theory.

“That is why I love these down coats - because they conjure your childhood memories.”

Koto Bolofo

Koto focused on the evocative power of the Max Mara The Cube saying “A coat is protection of your inner soul and also conjures memories. When I was about to go outside as a little boy, into the snow, my Mom would wrap a coat around me. A coat makes me think of my Mother, wrapping me up. That is why I love these down coats — because they conjure your childhood memories.”

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“That is why I love these down coats - because they conjure your childhood memories.”

Koto Bolofo

Koto focused on the evocative power of the Max Mara The Cube saying “A coat is protection of your inner soul and also conjures memories. When I was about to go outside as a little boy, into the snow, my Mom would wrap a coat around me. A coat makes me think of my Mother, wrapping me up. That is why I love these down coats — because they conjure your childhood memories.”

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Hellen van Meene

“A coat can be a safe haven where you can hide yourself or disappear from others.”

To celebrate the 10th anniversary of The Cube, Hellen van Meene has created 3 portraits to express the ethereal and the timeless, much like The Cube itself.

Max Farago

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“I have generally focused on the coats as a design object as opposed to a fleeting piece of fashion."

With no delivery or creative constraints, a clear sense of playfulness emerges from Max Farago’s photos: The Cube by Max Mara is stacked up like building blocks, then falls apart after being mischievously pushed over. The star of the photos is Max Farago’s wife Clara Cullen.

Rinko Kawauchi

“Enveloped in light, it was almost as if she was receiving a blessing.”

Rinko Kawauchi chose to photograph a close friend of hers in the landscapes of Japan, in a place where both of them recently moved. The snaps portray a subject immersed in the dwindling light of day, while fixed on the ocean and trees, capturing a relaxed vision that’s optimistic about the emergence of new life.

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