Curiouser And Curiouser: Why Was Jennifer Garner Dropped From The Max Mara Campaigns?

When Jennifer Garner came out of the suburban shadows last summer and nailed her first fashion campaign in years, everyone cheered. Max Mara, the decidedly grown-up, sophisticated brand who hired her, threw a huge ass party and honored Garner's dimples, smoldering stare and general likability.

"It feels kind of silly and fun because I am not a fashionista by any stretch, and I don’t see myself as the face of a brand that I really admire,” gushed Garner.

Well, Max Mara desided to do her a favor and hire someone else.

This summer we found out that Garner will be replaced by Amy Adams, and Fall/Winter 2014 ads followed. Usually, when a mega-famous presenter—greeted with all the proper fashionista fanfare—is replaced so quickly, it's usually than a whim. Chances are something was fundamentally wrong.

So what the hell did Garner do, not do, or represent that Max Mara decided to drop her so quickly? It seemed, at least at first, that Mrs. Affleck was perfect for the role—womanly, mature, adored by everyone from Solange Knowles to the Midwestern housewife. But the latest ads, featuring Adams, show a big departure from last year's decidedly demure chic.

The cleavage got deeper for one and the poses have taken a more playful turn. It seems like the answer is quite blunt—Max Mara simply wanted to up their sex appeal. Adams is bringing her fiery self, literally and metaphysically, (look how every facet of that ad revolves around her hair) and although she's a mother and a wife, too, she possesses an ineffable sass and sex-pot appeal that Garner never presumed to have.

Not that Amy Adams isn't a fabulous choice for any campaign. She's talented, intelligent and manages to look polished, natural and come-hither at the same time, a rare trifecta indeed . . . but the atmospheric shift is a little sad. Can't a woman model a totally un-sexy leather bag without looking like she's sex-starved and panting anymore? Can't anyone, even Tina Fey, not look sultry in a winter coat?

Tina Fey is wearing MaxMara

Somewhere in Ohio, Garner is baking cookies, reading a story to her kids and shaking her head disapprovingly. 

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