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Dubai, United Arab Emirates – January 25th, 2016– MAX, the largest value fashion brand in the region showcased its well-received Spring 2016 collection at a spectacular fashion show that took place on January 25th, 2016 at the Westin Hotel. The event included a fashion show, and several activations, including an accessories booth, live LED screens capturing the audiences, live event footage to the Middle East region for Max customers, media, partners, a photo wall with customized polaroid and a caricaturist who drew attendees.
In attendance of the event was Mohammad Assaf, who has collaborated with Max for the Fashion for Real People campaign launched in November. The 360 campaign highlights human authenticity and encourages people to embrace their own unique style, by treating fashion as an extension of one’s personality. It aims to inspire consumers to embrace their individuality and motivates them to dress for their comfort.
Since its launch in November last year, the campaign has received tremendous success. It began with a social experiment that was featured across all Max Social Media platforms followed by a TVC featuring Mohammed Assaf. The total investment in the brand campaign is AED 8.1million.
Mr. Ramanathan Hariharan, CEO of MAX says, “The ‘Fashion For Real People’ campaign recognizes true comfortable fashion, not solely dictated by glamour pages or catwalks, but fashion that allows our customers unique individuality in the style choices they make. In essence, the campaign recognizes individuality in fashion that makes one feel comfortable.
In our latest campaign our consumers are families, young adults, boys and girls who shop at Max because it feels real to them. We thus wanted to let our shoppers know that we appreciate and respect their sense of individuality. At the heart of the Be Real campaign is a call for authenticity, an encouraging platform that will allow people to embrace their own unique style by treating fashion as an extension of their personality.”
Mohammed Assaf added: “It is an absolute honor for me to collaborate on such a campaign with Max. The campaign’s ethos resonates with my personal values and beliefs.”
The Spring Collection was carefully designed to reflect this sense of individuality. Trends woven into the collection blend understated elegance with a touch of modernized style. A minimalist 70’s approach pervades this season, brushed with modernism for a neo-nostalgic look that is dreamy and pensive.
For the female collection, classic maritime with revamped classics, evolved spots and stripes combined with simplified styling under a sports influenced umbrella directs a strong nautical message this spring season. Nautical colors with bright highlights in quirky conversational prints and oversized polka dots transforms a more modern take on this evergreen trend. Key shapes such as culottes, tubular maxi’s, roll-up chinos & resort polo t-shirts play a big role in updating this classic look.
Black and white tailoring with proportion play, and typography stay a key trend from the past for Spring 2016. Stencil florals, linear markings, and simple horizontal stripes update the classic monochrome trend with key shapes like long lined cardigans, slim leg pants, wrap front jumpsuit boxy shift dress, kimono’s & slim leg with kick flare trousers.
For the men’s collection, preppy resort wear is the new nautical for Spring 2016. This trend focuses on resort styling with sailor stripes and color pop updating this classic trend. Simple typography, yacht referencing anchor motifs as well seaside conversational prints bring that fun modern edge. Core classic shapes such as; the single button blazer, tipped polo shirt, cricket sweater the 5-pocket chino & tailored shorts are updated with modern resort styling.
Monochrome sportswear continues to have the biggest influence on the season with proportion play, oversized fits, longer hemlines and Bauhaus typography. Simplified graphics with easy slogans continue in monochromatic shades. These are found in shapes such as; slim fit joggers, active inspired t-shirts longer length shirts, cut and sew polo’s slouchy crew neck tops to name but a few.
Max Fashion loyalists can support the new campaign by using the hashtag #BeReal across social media platforms.
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. For more information, visit: www.maxstores.com
