A Celebration of Individuality as Max Launches Phase Two of ‘Fashion for Real People’ Campaign

Max, the largest and most trusted value fashion brand in the region, announced the second chapter of its award winning ‘Fashion for Real People’ brand campaign. Echoing the importance of individuality, the campaign champions the need of every individual to discover, embrace and express their own unique style statement.   

An individual’s personal style is much more than adopting the latest fashion trend. It is about expressing one’s personality, creativity, emotions and impressions, an extension of their own thinking. Individual style is all about being comfortable and confident about oneself. The next phase of Max ‘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.

In the first phase of ‘Fashion for Real People’ campaign, launched in November 2015, Max joined forces with Arab youth icon, Mohammed Assaf.  The campaign received outstanding reception across the Middle East region and won the prestigious Dubai Lynx 2016 awards, bagging Silver in Integrated Media category and two Bronzes in the Media-Product/Service and Interactive - Online Video categories respectively.

The second phase of the campaign portrays different facets of Mohammed Assaf’s daily life. Photographed in a natural setting, the images capture him in a library, at a studio and in the gym. The idea is to present a fun and colourful collage of cherished moments from Assaf’s daily life, featuring him in the Max collection that fans can relate to. The campaign will come to life on broadcast, digital and print media. 

Mohammed Assaf will also embark on a regional tour to meet fans at Max stores in UAE, KSA, Kuwait, Jordan and Lebanon. Max will document the journey through a camera lens and share it on social media channels. This will be closely followed by an exciting social experiment featuring regular people expressing opinions on the fashion choices of their family members.

Mohammed Assaf added: “The Max Fashion for Real People campaign is a movement that has touched millions of hearts through its inspirational message. I am delighted and privileged to be part of this journey that focuses on positivity and pride in self-expression.”

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