Weekend Max Mara chose Yoonik as its creative partner to push the launch of the Signature S/S25 collection in collaboration with actress Ashley Park. A project that combined the worlds of illustration and fashion, transforming the brand’s communication into a well-rounded artistic experience.

Yoonik was responsible for scouting three illustrators in line with Weekend Max Mara‘s visual identity, coordinating their work on several fronts: from creating illustrations for digital channels – website, social media, newsletter – to designing and managing a series of in-store consumer engagement events, organized in several European cities.

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During the events, the artists created personalized live portraits, offering customers a unique and memorable moment. An activation designed to strengthen the bond between brand and community through the evocative power of drawing, the elegance of the creative gesture and the warmth of the human relationship.

During the events, the artists created personalized live portraits, offering customers a unique and memorable moment. An activation designed to strengthen the bond between brand and community through the evocative power of drawing, the elegance of the creative gesture and the warmth of the human relationship.

Participating in a traveling project in different European cities was, for all three artists involved, an intense and stimulating experience.

Charlotte Le Bleu, Elisa Puglielli and Anara Berdy found themselves traveling among different cultures, accents and customs, coming into direct contact with the people and stories behind each face.

“In each city I found new insights and inspirations that pushed me to do better,” says Carlotta.

Elisa emphasizes the enthusiasm of the audience, “A small drawing was received with great enthusiasm.”

For Anara, each meeting became an opportunity to evoke memories or desires related to the Ligurian coast, the inspirational theme of the collection.

The real challenge? Time.

The portraits had to be made and printed in very few minutes, without sacrificing attention to detail and relationship with the person in front of them.

Illustration, in this context, proved to be a powerful language, which was able to enhance fashion in an unconventional way.

“It gives a unique memory,” says Carlotta.

“It is a gesture of care,” adds Elisa.

“It even invites purchase, because it ties the dress to a lived moment,” concludes Anara.

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All three artists cherish in their hearts the faces and reactions of those they portrayed. From light chats to deeper exchanges, each portrait left a mark.

In a few minutes and with just a few strokes, these artists proved that illustration can do much more than decorate: it can tell, with delicacy and strength at once, the essence of a brand, a moment, a person.