The American SetRunway 40, Not Just an Anniversary Year
Max&Co. marks four decades in business with a fall 2026 campaign built around a bold red square and a new lineup of faces, signaling the label's next creative chapter. The choice to lean into new talent rather than replay old hits reads as a deliberate reset, not a victory lap. Forty years in, the house is betting its future on what comes next rather than what came before.
With reporting from WWD Fashion.