For its Autumn-Winter 2026 campaign, Marella entrusts Irina Shayk with the launch of the Hero Blazer, a jacket built around a single detail: a removable scarf that gives it three versions.
The title chosen for the campaign, “Ti Voglio” — literally “I want you” in Italian — sums up Marella’s ambition for this piece fairly well: not to present it as one novelty among others, but as an object of desire meant to last more than a season.
A jacket conceived as a system
The Hero Blazer is not presented as an isolated piece but as a shared structure with three variations. The cut stays the same — a single-breasted blazer, fitted like a second skin — but the fabric and the accessory change: a velvet version paired with a habotai silk scarf trimmed with lace, a leather version accompanied by a silk twill scarf, and a version in the timeless shades of black, white and camel. In all three cases, the removable scarf remains the element that sets the piece apart from a classic blazer.
The detail that makes the system
This removable-scarf logic is not a secondary ornament: it allows Marella to sell a single base silhouette while generating several commercial and visual variations without multiplying patterns. It is an approach closer to collection engineering than to pure style — a way of varying the perception of one and the same jacket according to the fabric and the accessory that accompany it, rather than designing three different jackets.
A principle that goes beyond Marella
The modular garment is not an invention of Marella: coats with removable linings, reversible dresses or jackets with interchangeable collars have followed the same logic for several seasons in mid-range ready-to-wear, where the profitability of a pattern is measured by the number of variations it can produce. The Hero Blazer applies this principle to a more formal garment, the tailored jacket, relying on an accessory rather than on a structural transformation of the garment itself.
A muse rather than a runway show
To carry this piece, the brand chose Irina Shayk rather than a runway staging. The model, known for campaigns built on strong photographic presence rather than on movement, fits the positioning of the Hero Blazer: a piece that Marella wants to see worn rather than displayed. This choice of an icon already identified by the general public rather than only by fashion insiders matches the broader strategy of the Max Mara group, of which Marella is a subsidiary, which built the reputation of its secondary lines on muses able to speak beyond the narrow circle of the runways.
The Hero Blazer is available in Marella boutiques and on marella.com. It remains to be seen whether the scarf will survive, season after season, the blazer it is meant to distinguish.
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