National, 20th September 2024: The most popular fashion company owned by Landmark Group, Max Fashion, is based in Dubai and is gearing up for a new chapter in the brand’s history with a special partnership with actor and style icon Kalki Koechlin for the “New New You” campaign. Thanks to the transformational power of style, the ad ventures into the realm of increased self-confidence, instilling a sense of evolution that leaves the buyer feeling brand new. Whether it’s for a business celebration or a casual get-together, this campaign features an elegant collection that embodies the spirit of reinvention. Workwear, casual ensembles, fusion festive wear, or high-glam event wear—these looks set the tone for festivities this season.
Someone who would perfectly complement this collection’s playful vibe and possess the rare ability to defy expectations of fashion while remaining true to her own self was needed, and who better than the talented Kalki Koechlin, who reinvents herself with every colorful role she takes on? With its newest western & festive styles and accessories, Max Fashion hopes to encourage its consumers to feel free to explore various aspects of their personalities with the “New New You” collection.
Kalki’s bold choices, both in her career and personal style, inspire confidence and self-expression – values that align with the brand’s vision to connect with new age aspiring families
In line with the ‘New New You’ proposition, Max Fashion continues to deliver on its long-standing promise of launching new styles every week, bringing freshness and excitement to its 520+ stores in 210+ Indian cities, as well as online at www.maxfashion.in. This approach reinforces Max Fashion’s dedication to consistently offering customers the latest trends, ensuring a seamless and dynamic retail and online shopping experience.
The campaign film also does not shy away from showcasing the newness of this campaign in the brightest light. Shot in a picturesque European vibe, the film follows Kalki cruising through the city in eclectic fits – from a modern schiffli co-ord set for brunch with the girls to a chic printed balloon dress for a fun afternoon; or from a sophisticated shimmer co-ord set for a formal outing to a chic high-shine duo for a party – the film encapsulates the many different vibrant moods of the collection.
On being the face of this fun, fresh new campaign for Max Fashion, Kalki Koechlin says, “I believe fashion is an extension of one’s personality, and Max Fashion’s ‘New New You’ campaign truly allows me to do that. I am thrilled to be a part of it and I must say Max Fashion has completely surprised me with its cool, vibrant and comfortable styles. ”
On partnering with the fabulous Kalki Koechlin, Pallavi Pandey, Head of Marketing, Max Fashion says, “As we embark on an exciting journey of transformation at Max Fashion, the ‘New New You’ campaign is our commitment to constantly evolving and bringing fresh, trendsetting styles to our customers. This collaboration with Kalki Koechlin represents the bold, confident, and ever-evolving spirit of our brand. We aim to inspire our customers to explore new possibilities and embrace every side of themselves with our latest collection, designed for the modern, aspirational Indian family.”
Sumit Chandna, Deputy CEO, Max Fashion, adds: “Max Fashion’s growth and success have always been driven by our commitment to delivering value, quality, and fresh fashion to our customers. With the ‘New New You’ campaign, we are not only launching a dynamic new collection but also reinforcing our retail strategy to bring continuous innovation to over 520 stores across 210+ cities.
