Belfast Telegraph

Amy Adams for Max Mara

Amy Adams looks flawless in her new campaigns for Max Mara.

The 39-year-old actress will front the fashion house's accessories range for its fall and spring campaigns, taking over from fellow Hollywood star Jennifer Garner.

Amy's photos were shot by photographer Mario Sorrenti, a close friend of the label, and the snaps are set to be unveiled at Max Mara's boutique in New York today. One picture sees the porcelain-skinned beauty gazing into the camera, her flame-haired locks complementing her copper eyeliner, brown coat and the brown leather bag in her hand.

Giorgio Guidotti, worldwide president of public relations and communications for Max Mara Group, was keen to get another big name in for the brand following Jennifer's involvement. He studied Amy's various film roles, including her Golden Globe winning American Hustle, to see how she built her career through different characters.

“Jennifer Garner was the first celebrity we worked with [on the accessories campaigns] and the feedback we received was excellent both in terms of sell-in and sell-out, and in terms of credibility,” Giorgio told WWD.

Last week Max Mara teased Amy's role with a post on Twitter. Uploading a black and white photo of just the bottom of her face and hand, it was unclear who she was.

"Who’s that girl? The new face of Max Mara Accessories will be unveiled soon…" the label wrote.

Amy's collaboration with Max Mara is to be celebrated with a dinner for around 80 people. The bash will be hosted by Maria Giulia Prezioso Maramotti, Northeast regional retail manager for Max Mara in North America, and photographer Mario will also present a short film about the venture.

Amy's advertisements will appear in roughly 50 Max Mara windows worldwide come the end of August.

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