Jennifer Garner is the face of Max Mara. Though typically the news that a Hollywood star represents a luxury label wouldn’t prove exactly a novelty, in this case, the partnership is a first for both of the parties. This is both the first time Jennifer Garner is the ambassador of a fashion label and the Italian label’s first celebrity spokesperson.

Chairman Luigi Maramotti explained exactly why the ’13 Going on 30′ star is suitable for the brand in an exclusive statement for“Jennifer Garner is a real woman, not a cover girl, not a starlet, and she has different interests, a family and values. She is a real woman and embodies the Max Mara woman, she perfectly reflects our image.”

The star also stated that the brand’s designs suit her lifestyle: “Max Mara is perfect for my lifestyle. The brand possesses a classic, timeless elegance and a quality of craftsmanship that is luxe and yet so easy to wear. And the cashmere coat is delicious,” she stated referring to the coat she’s wearing for the label’s new campaign shot by photographer Mario Sorrenti in which she’s also showing off the label’s newest handbag, the JBag.

Bag From Max Mara's Fall 2013 Collection

Giorgio Guidotti, worldwide president of public relations and communications for Max Mara Group explained the idea behind the new campaign best: “The claim is: Timeless is now. A timeless woman, and she is wrapped in a timeless cashmere camel coat. We were looking for a way to underscore that the world of Max Mara is not only coats, but now also accessories.”

Bags From Max Mara's Fall 2013 Collection

The statement accurately describes the label’s new direction. For the fall season, the label has turned its attention towards accessories, particularly on handbags as it is seen as an area with great growth potential. The focus is mostly on practical handbags with a timeless allure like the one from the new campaign. The star praised the practical qualities of the label’s new hot accessory: “I like the size of the JBag . I like that it’s big enough to carry anything you want to stuff in there, but it’s small enough that you won’t lose your keys!”

The new Jennifer Garner for Max Mara fall 2013 campaign will be making its debut in important fashion magazines starting with September. The actress will also pose for a campaign for spring 2014.

See also:Max Mara Fall 2013 Collection Milan Fashion WeekMax Mara Spring 2013 Campaign

Photos: WWD