#FASHIONBONDING - A Social Experiment by Max Fashion

United Arab Emirates, November 19, 2016:  Max, the largest value fashion brand in the region, released a heart-warming social experiment video on YouTube that focusses on the age-old friendly conflict between a parent and child over fashion choices. The experiment highlights the disagreement between a mother and a daughter about fashion, their varied opinions about style, on where to shop and what to wear. The message is heartening and universal in nature, while still being in tune with the region’s nuances and sensitivities.

Max was curious to see what happens when the mother takes up the challenge to style her daughter and vice versa. Through the fun-filled experience, the mother and daughter are seen to further strengthen their beautiful emotional bond. They respect each other’s individuality, and understand that they have to take each other’s opinion into consideration. The story line then moves into realizing individual styles which then becomes a reason for #FashionBonding. 

Mothers and daughters have always had different fashion tastes, but that doesn’t mean they cannot have a strong “Fashion relationship”. As a fashion brand, Max aims to play a positive role in a relationship between a mother and a daughter. Instead of being something that separates them, it becomes something that bonds them through #FashionBonding.

The social experiment video is part of an integrated marketing communication strategy for award winning Max ‘Fashion for Real People’ brand campaign.

The second phase of Max ‘Fashion for Real People’ brand campaign featuring Arab youth icon, Mohammed Assaf, was launched on 18th October 2016. The campaign echoes the importance of individuality, and the need of every individual to discover, embrace and express their own unique style statement while respecting the choices of others. 

Max Fashion is part of Landmark Group, one of the largest retail and hospitality conglomerates in the Middle East and India. It currently operates in 16 countries across MENA and India.