Beauty & Style | Monday 30 May, 2016 1:09 pm |

Max, the largest value fashion brand in the region unveiled its Summer/Ramadan 2016 collection in-store on May 26th, 2016 at the Ibn Battuta Mall. Guests were given an exclusive tour of the new collection with exciting activities involving many giveaways and photo opportunities. 

Amongst the guests, members of the Shukran loyalty program were exclusively invited to preview the new season’ collections. 

Commenting on the launch, Mr. Ramanathan Hariharan, CEO, Max, said: We are delighted to introduce our new Summer/Ramadan collection to our local customers at this special event. We continue to strive for excellence by delivering an exceptional shopping experience.”  

This year Max’s summer range features a mix of brights, pastels and earthy neutrals. After several seasons of monochrome prints, this seasons womenswear returns to a refreshing feminine vibe. Pink sits firmly at the core of the seasonal palette, with key pieces available in sweet pop pinks, fuchsias and magenta tones. The light summer weight fabrics also come in Antique whites, Boho prints and florals.

Celebrating the spirit of Ramadan, Max also revealed a special Moroccan inspired Ramadan capsule collection. Women get to dress in gorgeous kaftans, maxis and palazzo pants; a key piece for the summer wardrobe. The menswear range features a mix of polo’s, lightweight unlined blazers, occasion formal shirts and fitted classic chinos & denim. While the kids can look chic in metallic colors & prints, sartorial shirts with bow ties, shorts with braces and lightweight blazers in linen blends.

This summer, Max takes you to a Coachella dream with flowy dresses and maxi skirts, perfectly matched with colorful slouchy tank tops. The collection continues to feature statement pieces such as kaftan tops, and printed trousers.

Menswear focuses on a more relaxed, unconstructed silhouette as compared to earlier seasons. Max stays on-trend with a variation of blue’s and khaki colors. Bomber jackets, hybrid joggers and denims are all part of the Summer range while a hint of Vintage influences can also be seen in items such as the 1950’s resort shirt, souvenir jacket and 1970’s smart polo shirts. 

Kid’s clothing continues to evolve and the “mini-me” style of replicating adult designs in smaller sizes plays a big part in Max’s summer lineup. Tropical themes influence the kidswear collection; silhouettes are loose and comfortable with relaxed fits. Bright color palettes are toned down to sweet sorbet shades for both boys and girls. 

Inspired by the 1950’s retro classic stripes, hues of greens, blues as well as big oversized palm prints in different colors and shades is one of the key prints for the summer.

Other influences include the 70’s beach graphic references, dye treatments and deep jungle imagery with cute jungle book references.  

The home grown value fashion brand continues to represent the ‘Fashion For Real People’ campaign with its summer collection. The range recognizes true comfortable fashion allowing consumers unique individuality in the style choices they make. The collection will be available across 200 stores in the GCC & ME.

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

Don’t forget to like our Max Fashion Facebook page (www.facebook.com/MaxFashionMENA) and follow us on Instagram (https://www.instagram.com/maxfashionMENA/) and Twitter (https://twitter.com/maxfashionMENA). 

Max loyalists can support the new campaign by using the hashtag #BeReal across social media platforms.