Max Fashion, the value fashion brand under Landmark Group, has unveiled its latest youth-oriented brand, Max Urban.
Additionally, Max Urban has launched a brand campaign titled Love Labels, centered on the themes of self-love and body positivity. It reimagined the traditional size abbreviations of XS, S, M, L, XL, and 2XL as labels like Xtra Special, Stunning, Magical, Lit, Xtra Lit,and Xtra Xtra Lit.
“At Max Urban, we’ve endeavored to provide a more inclusive array of sizes and adopt empowering language. Our ‘Love Labels’ campaign at Max Urban turns size tags into expressions of self-love, aiming to empower you to embrace confidence in your attire,” expressed Sumit Chandna, President of Max Urban.
The first Max Urban collection will be available both in the brand’s retail outlets and on its recently unveiled e-commerce platform, with prices starting at INR 199.
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Love Labels will be accessible at 50 select stores located in cities such as Delhi, Mumbai, Bengaluru, Kolkata, Hyderabad, Chennai, Lucknow, Trivandrum, Calicut, Guwahati, and Bhubaneswar.
The brand intends to broaden the reach of Love Labels by scaling up the number of stores throughout the year.
The omnichannel brand Max Fashion was introduced in May 2004 under the umbrella of the UAE-based Landmark Group. Expanding its footprint, the retailer entered the Indian market in 2006 with its inaugural store in Indore, Madhya Pradesh. Presently, the company boasts a network of over 500 stores spanning 200 cities in India and more than 850 stores worldwide, establishing its presence in over 19 countries.
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