Max Fashion Teams Up with Kalki Koechlin for 'New New You' Campaign

Dubai-based Landmark Group's popular fashion brand, Max Fashion, is all set to usher in a new era with a special collaboration featuring renowned actor and style icon, Kalki Koechlin. The collaboration, which marks the launch of the brand's latest campaign titled 'New New You', is aimed at promoting renewed self-confidence through style evolution, leaving customers feeling revitalized with the transformative power of fashion.

The 'New New You' campaign boasts a refined and diverse collection, designed to celebrate reinvention, whether for festive occasions or casual gatherings. From workwear to high-glam occasion outfits, the collection sets the tone for the season’s celebrations, offering something for everyone.

“A collection this stylish needed someone who aligned perfectly with its playfulness, someone who has the unique ability to break conventional fashion boundaries while staying true to her personality – and who better than the brilliant Kalki Koechlin, who reinvents herself with every vibrant role she takes on," says the brand.

Max Fashion's aim with the campaign is to inspire customers to explore different facets of their personality with the latest Western and festive styles, along with a range of accessories. Kalki Koechlin, known for her bold career choices and distinct personal style, perfectly embodies the brand’s vision of inspiring confidence and self-expression, values that align with Max Fashion’s goal of connecting with aspirational, modern Indian families.

“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,” Shared Kalki Koechlin.

Pallavi Pandey, Head of Marketing, Max Fashion also commented, “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."

The campaign film, which features Kalki Koechlin in a variety of eclectic looks, was shot against a scenic European backdrop. It highlights the versatility of the 'New New You' collection, from modern schiffli co-ord sets to chic shimmer ensembles, capturing the many moods of the brand’s latest offering.

Sumit Chandna, Deputy CEO, Max Fashion added, "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. This campaign marks a new chapter in our business, where we focus on expanding our presence, both in physical stores and online, with an unwavering dedication to customer satisfaction and style evolution."

The Max Fashion x Kalki Koechlin 'New New You' campaign is set to launch on 20th September and will be available at all Max Fashion stores across India as well as online.