Max Mara started Marina Rinaldi, one of the first high-end clothing lines, for plus-size women in 1980. Marina Rinaldi started advertising in 1981. The line's campaigns were photographed by top photographers such as Richard Avedon, Patrick Demarchelier, Arthur Elgort, Greg Kadel, Peter Lindbergh, and Craig McDean, used top models and celebrities(including Carré Otis, Candice Huffine, Crystal Renn, and Kate Dillon Levin), and were featured in magazines and on billboards. The ads were also the first to use the term plus size rather than outsize in Europe.