Max celebrates Spring 2016 Collection Launch and Fashion For Real Campaign #bereal

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.