Max Fashion has launched Max Project New, a purpose-led initiative that brings art, craft and creativity directly into fashion, placing artists and artisans at the centre of the storytelling.
Launching pan-India across Max Fashion stores, its website and app from September, the initiative challenges conventional ideas of seasonal newness by creating fashion rooted in artistic expression, traditional craftsmanship and individual creative voices.
The debut edition of Max Project New features an Exclusive Festive Collection curated by Kalki Koechlin, bringing together the heritage of Sanganer block printing in Rajasthan and artwork created by specially-abled artists from the Kairassi Foundation, Chennai.
“Fashion, for us, has always been more than what we wear, it’s a form of expression, a way to tell stories, and a platform that can create real impact,” said Sumit Chandna, CEO, Max Fashion. “That belief found new energy when Kalki and we evolved the expression of fashion. Max Project New is our way of giving art a new canvas through fashion, while recognising artists and artisans as equal creative contributors.”
Bringing Artists Into the Spotlight
Max Fashion’s collaboration with Kairassi Foundation, which supports specially-abled artists through vocational art opportunities, mentorship, materials and marketing assistance, brings the work of three artists, Simron, Pavithra and Manas, into the collection.
The initiative aims to transform their original artwork into fashion while creating opportunities for their creative expressions to reach a wider audience.
Reimagining Sanganer Craft
The craft component of Max Project New draws from Sanganer, Rajasthan, where Max Fashion commissioned an exclusive block print pattern created specifically for the brand.
Inspired by Japanese florals and transformed through the expertise of Sanganer’s block printing artisans, the design is developed using hand-carved blocks, colour and traditional craftsmanship before being introduced across Max stores nationwide.
“When Max and I discussed this idea, I didn’t expect it to turn into something this personal,” said Kalki Koechlin, Brand Ambassador, Max Fashion. “Working with the artists at Kairassi Foundation and the artisans of Sanganer has been humbling. Every piece here already had a story before it became a garment, we made sure that story got to travel further.”
Festive Collection Across Two Drops
The first collection will be available pan-India from September across Max Fashion stores, its website and app, followed by a second drop in October.
The September edit features a painterly, garden-fresh palette, while the October collection moves towards a warmer, earthier bohemian aesthetic, extending the festive fashion story across the season.
Kalki Koechlin fronts the campaign with the line “HOW NEW IS YOUR NEW.”, reflecting Max Fashion’s focus on redefining seasonal newness through creativity, craft and collaboration.
Max Fashion has positioned Max Project New as an ongoing platform rather than a one-time collection, with plans to bring new artists, crafts and creative stories into fashion across future seasons.
