Max Fashion Teams Up with Alaya F for Urb_n; Actress Launches Digital Campaign
Max Fashion has proudly announced its collaboration with Bollywood sensation Alaya F to launch a new collection named Urb_n, tailored to meet the rising demands of youth fashion. This exciting partnership kicks off with a vibrant digital campaign that seamlessly merges fashion, music, and self-expression, encapsulating the essence of the brand’s youthful audience.
This strategic alliance with the emerging star aims at a fashion-savvy demographic and marks a significant expansion of Max Fashion’s offerings. The Urb_n collection introduces a variety of curated styles reflecting four distinct themes: Neo Feminine, Ultra Feline, Lowkey Luxury, and Rustic Denim. With prices ranging from Rs. 499 to Rs. 1499, the collection will be widely accessible across over 500 Max Fashion stores and on maxfashion.in.
Pallavi Pandey, Head of Marketing at Max Fashion India, expressed, “We are extremely proud of the Alaya F X Max Urb_n partnership. We are confident that Alaya’s collection will elevate our brand narrative and empower youth to redefine fashion on their own terms. Alaya’s vibe resonates deeply with today’s youth and aligns perfectly with Max Urb_n’s values of being cool, confident, and bold. She embodies authenticity and self-expression, which our campaign reflects. The collection will be available in all 515+ Max Fashion stores and on Maxfashion.in starting August 9th.”
The launch of Urb_n is a strategic initiative that leverages Max’s established market presence, aiming to connect with younger consumers, especially those aged 17 to 22. This expansion not only enhances the brand’s appeal but also positions it competitively within the fast-paced fashion industry.
With a commitment to weekly launches at accessible prices and extensive availability, Max Urb_n is set to make a substantial impact on the Indian fashion retail landscape. This launch reaffirms Max Fashion’s dedication to innovation and its capacity to adapt to evolving consumer preferences.
Sumit Chandna, President & Deputy CEO of Max Fashion, stated, “The introduction of Urb_n in India has been a success, speaking directly to our audience with fresh perspectives and bold choices that reflect the spirit of youth.”
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