Amy Adams is the face of the new Max Mara ad campaign.

The 'American Hustle' star fronts the Italian fashion group's latest collection of accessories and is set to celebrate the collaboration following the unveiling of the new ads with a celebratory dinner in New York later today(15.07.14).

The stunning brunette - who was photographed by Mario Sorrenti and is pictured in the campaign carrying Max Mara's 'Signature Bag' and wearing the season's new eyewear - has replaced fellow actress Jennifer Garner as face of the popular brand.

The President of the group's public relations and communications, Giorgio Guidotti, believes including successful Hollywood stars in their ad campaigns has given Max Mara a new ''timeless'' image.

He told WWD: ''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.

''This new step is a sign of continuity. The claim is the same, 'Timeless is now.' These are timeless actresses, not associated to a scoop of the moment.''

The brand - which recorded a 33 percent growth after upping investment in its handbag and accessories categories - has now increased its communications budget by 15 percent to allow Amy's campaign to cover countries ''where a celebrity component is more important'' - including Dubai, Russia, China and Portugal.