The Lady Is Back: MAX&Co.


Epik brings back the gender fluid icon Lady Oscar.

With the concept “The lady is back” MAX&Co. launched a capsule collection dedicated to the heroine of the Seine where out of home, digital and dedicated content are combined in a mix that brings to light the most iconographic images of the famous manga drawn by Riyoko Ikeda and transposed into a cartoon in 1979.

In the new brand strategy was born from the collaboration with the brand of the Max Mara group, this project is placed as a fundamental piece to enhance the millennial target but at the same time start building a dialogue also with generation Z, leveraging the nostalgia phenomenon.


Client: MAX&Co.

Category: Fashion

Genre: Out of home/branded entertainment

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