GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share

Largest Value Fashion Retail Brand across MENA launches Spring 2017 Collection at JW Marriott Marquis Hotel, Dubai

United Arab Emirates, 7 February 2017: Max, the largest and most trusted value fashion brand in the Middle East, North Africa and India, showcased its brand new Spring 2017 collection for men, women and children at a spectacular fashion show that took place on the 1st of February 2017 at JW Marriott Marquis. The event aligned perfectly with Max's ‘Fashion for Real People' campaign, as members of the community walked down the ramp to showcase the latest collection. The event was attended by Arab Idol winner and youth icon, Mohammed Assaf, media partners and Landmark Group board members.

The ‘Fashion for Real People' campaign celebrates the innate sense of style that all real people possess and aims to inspire millions more to accept their distinctive personality. Echoing the importance of individuality, it highlights the need for every individual to discover, embrace and express their own unique style statement. As part of the campaign, Max had called out real people over a 5-day audition period, for a unique opportunity to walk the ramp and showcase the latest Max Spring collection. Auditions were open for all age groups across the UAE.
49 participants were chosen for the final show and in preparation for the event; Max arranged a full dress rehearsal with ramp walk training by a leading choreographer. The participants also went through professional grooming and fitness sessions.

Ramanathan Hariharan, Landmark Group Director said: “We thank our community for the overwhelming response to join us in launching our latest collection today. We also take this opportunity to welcome our new CEO for Max, Ms. Tanya Todd. Tanya's passion for the brand and fashion is extraordinary and together we look forward to achieving the brand's full potential and scaling newer heights.”

Tanya Todd, CEO of Max, commented: “It's an absolute pleasure to be here today and present this new collection in the most unique way, by celebrating those who really matter; our customers. This launch symbolizes our continuous efforts to surprise and delight the communities we serve, by creating inclusive platforms. We look forward to welcoming our loyal customers across the region, to shop the latest spring collection in stores, and on our latest digital platforms, as we continue to offer a strong omni-channel experience.”

The Spring collection this year is led by casualwear styling with denim at its heart. For the women's collection, it is a season of femininity and romance. There is a natural flow of colours developed into a palette that is both transitional and forward-looking. Colours are balanced – both nuanced and lively. They have a modern vitality that offers a playground of fresh possibilities. Prints are nature inspired with florals taking center stage.

For menswear, this year's collection features a palette of new colour options led by a focus on blues. The laundered and well-worn fabric finishes are a focus, going hand in hand with the seasons more relaxed and sports inspired silhouettes. Natural and tactile fabrics drive key fashion themes.

For kidswear, athleisure wear and festival-driven collections continue to drive key items for Spring 17. Pink and yellow tones remain key for girls, while shades of blue, punctuated with bright accents are important for boys. Nautical stripes, soft florals and tropical prints continue to drive print and pattern for the season. Fabrics have a casual and artisanal focus, with blue denims looking fresh. Details and trims such as tassels, fringe, badging and embroidery add a playful touch to the collections.

Max also launched a social experiment video earlier in November 2016, that focused on the age-old friendly conflict between a parent and a child – over fashion choices. The experiment highlights the disagreements between a mother and a daughter about fashion, their varied opinions about style, on where to shop and what to wear. The story line moves into realizing individual styles and focuses on the strong ‘fashion relationship' between a mother and daughter, which becomes a reason for #FashionBonding. The story was shared on Youtube and has since received outstanding traction across social media channels.

For Fashion for Real People 2.0, Max also continued to collaborate with Mohammad Assaf. The second phase portrays different facets of Mohammad Assaf's daily life. Photographed in a natural setting, the images capture him in a library, at a studio and in the gym. The campaign was brought to life on broadcast, digital and print media. Max will also document the journey of Mohammad Assaf through a camera lens, for his tour across markets to UAE, KSA, Kuwait, Jordan, Lebanon – to meet and greet fans at Max stores.


Posted by : GoDubai Editorial Team
Viewed 15854 times
Posted on : Tuesday, February 7, 2017  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Surprise your man this Valentine's day with a custom made shirt by Stallion Bespoke
Next Story : Centrepoint Launches Online Shopathon Event
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
SOUQ.com hosts two-day Samsung carnival with incredible offers on Mobiles, Weara...
100 New Ways to Transform Your Home With the New Ikea Catalogue
Perfect Fragrances to Celebrate Eid
A Post-Summer Pigmentation Saviour from MZ SKIN
LG V30 to Elevate Smartphone Camera to New Heights
Next Major Smartphone From LG to Feature First-Ever OLED FullVision Display
COÉGA Sunwear Launches Contemporary Autumn/Winter '17 Conservative Swimwear
Michael Kors Debuts New Bancroft Handbag Collection
International SOS and Control Risks Advise Pilgrims Worldwide Ahead of Hajj 2017
Introducing the Fall 2017 GUESS Accessories Collection Advertising Campaign
The Ritual of Karma
Eid Al Adha with Paule Ka Fall-Winter '17
Six Down, Two to Go - ADSB Keeps Up Pace in Delivering Ships to Kuwait
Patrimony Collection Excellence Platine
Highly Anticipated Audemars Piguet Royal Oak Extra-thin Arrives in the Middle East
ICONIC announces ICONIC KIDS- Born Different
Global Jewellery Retail Chain Joyalukkas signs Award-Winning Bollywood Actress K...
Emily Ratajkowski wears Salvatore Ferragamo eyewear
UAE Team Emirates to Make Vuelta a España Debut
Zenith Chronomaster El Primero Full Open
UAE is likely to see increased cashless transactions by 2020: Xpress Money's Str...
"WATHIQATI" Receives the highest number of documents since its launch ...
New UAE Space Agency Board of Directors Holds First Meeting
SOUQ.com – Your one stop shop for all back to school essentials with up to 60% off
Education in the UAE continues to cost families almost AED 1 million per child n...
The Aston Martin Vanquish Zagatos: Speedster and Shooting Brake join Coupe and V...
Growing appetite for seafood drives demand at Middle East's largest dedicated se...
Al-Futtaim Honda launches Consumer Happiness Counter initiative
Dubai Land Department's ‘Ejari' smart application protects the right of all parties
Abu Dhabi Ports seals strategic partnership with Healthpoint for wellness-coachi...
Turkish Airlines' cross-continental flights are more comfortable now with the ba...
Win prizes worth over AED 2million with Al-Futtaim's retail brands
Kamal Vachani welcomes Rt Hon Keith Vaz MP, UK
Joyalukkas launches Diamond Earring Festival with the latest Happy Diamonds coll...
Jafza attracts 267 new companies during the first half of 2017
3rd Maritime Conference & Expo (MARACAD 2017) launches “Maritime Business Leader...
Get Ready to Go Back-to-School with Dubai Festival City
Dubai Science Park and Al Jalila Foundation sign MoU to support scientific resea...
Second phase of electronic medical record project goes live across several DHA h...
Fiat Chrysler Automobiles to Join BMW Group, Intel and Mobileye in Developing Au...
“Gulf Navigation Holding” marked rapid profit growth in the first half of 2017 by 33%
Schneider Electric and Claroty partner to address safety and cybersecurity chall...
Top Saudi Students Complete Huawei's ICT Program in China
Major Components Successfully Installed at Unit 4 of Barakah Nuclear Energy Plan...
First-of-its-Kind National Health Study to Enlist 20,000 Emiratis
Sharjah calls on entrepreneurs to participate in flagship Sheraa Accelerator program
Sharjah Health Education Department Announces “Health and Tourism 2017”
UAE Student's ‘Genes in Space' Experiment Launches to International Space Station
Selfie Superstar or Sports Fanatic? Head Back to School with the Latest Must-Hav...
UAE Welcomes the Finalists of the Most Popular INFINITI Engineering Academy Edit...