[citation needed] Aimed primarily at a male audience, Max debuted on newsstands in 1985 based in Milan[1] by Paul Pietroni.
Max mainly addressed issues related to travel, fashion, movies, music, and television shows, complemented by news and reports from around the world.
Particularly notable[citation needed] is the history of the Max calendar, published annually since 1990, featuring celebrities from the entertainment world.
Over the years, several celebrities took turns on its pages, including Monica Bellucci (photographed by Helmut Newton), Adriana Lima, Anna Falchi, Sabrina Ferilli, Alessia Marcuzzi, Nina Morić, Giorgia Palmas, Elisabetta Canalis, Megan Gale, Alena Seredova and Mara Carfagna in the calendar marketed to men, and Raul Bova and Alessandro Gassman in the one marketed to women.
In this new format, which featured the Argentine singer Lola Ponce, there were also personal photos, comments, and thoughts of the subjects.