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Max showcases Spring 2017 collection


Feb 02 2017

Max showcased its brand new Spring 2017 collection for men, women and children at a spectacular fashion show that took place on February 1, 2017 at JW Marriott Marquis. The event aligned perfectly with Max’s ‘Fashion for Real People’ campaign, as members of the community walked down the ramp to showcase the latest collection. The event was attended by Arab Idol winner and youth icon, Mohammed Assaf, media partners and Landmark Group board members.

As part of the campaign, Max had called out real people over a 5-day audition period, for a unique opportunity to walk the ramp and showcase the latest Max Spring collection. Auditions were open for all age groups across the UAE.

49 participants were chosen for the final show and in preparation for the event; Max arranged a full dress rehearsal with ramp walk training by a leading choreographer. The participants also went through professional grooming and fitness sessions.

Ramanathan Hariharan, Landmark Group Director said: “We thank our community for the overwhelming response to join us in launching our latest collection today. We also take this opportunity to welcome our new CEO for Max, Ms. Tanya Todd. Tanya’s passion for the brand and fashion is extraordinary and together we look forward to achieving the brand’s full potential and scaling newer heights.”

Tanya Todd, CEO of Max, commented: “It’s an absolute pleasure to be here today and present this new collection in the most unique way, by celebrating those who really matter; our customers. This launch symbolizes our continuous efforts to surprise and delight the communities we serve, by creating inclusive platforms. We look forward to welcoming our loyal customers across the region, to shop the latest spring collection in stores, and on our latest digital platforms, as we continue to offer a strong omni-channel experience.”

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