Real People Walk the Ramp for Max Fashion

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.