Max Fashion, the premier international fashion brand based in Dubai that has 500+ stores and a strong online presence throughout India, has partnered with Bollywood actress Alaya F to offer a new collection that is specifically tailored to meet the rising demands of the younger generation. This collaboration kicks off with a digital campaign capturing the essence of the brand’s target audience.
With carefully chosen styles that appeal to and connect with young fashion fans across India, Max Fashion’s portfolio has significantly expanded with this association with the rising star, which strategically targets fashion-forward audiences. Through this collaboration, a varied collection with four unique stories—Neo Feminine, Ultra Feline, Lowkey Luxury, and Rustic Denim—is presented. The collection, which has a price range of Rs. 499 to Rs. 1499, will be accessible to a wide audience through maxfashion.in and all 500+ Max Fashion locations.
Pallavi Pandey, Head of Marketing at Max Fashion India, states, “We’re extremely proud of the Alaya F X Max Urb_n partnership and confident that Alaya’s collection will elevate the brand conversation, empowering youth to redefine fashion on their own terms. The collection will be available in all 515+ Max fashion stores and on Maxfashion.in from August 9th.”
Urb_n’s launch is a strategic move that takes advantage of Max’s existing market share in India. Max hopes to close the gap between its current product line and the needs of younger customers, especially those between the ages of 17 and 22, by launching this youth-focused brand.
Sumit Chandna, President & Deputy CEO of Max Fashion, said, “The introduction of Urb_n in India has been a success in the market. This collection (Urb_nXAlayaF) speaks directly to our audience, bringing fresh perspectives and bold choices that mirror the spirit of youth.”
Alaya F, commenting on her involvement, said, “Being part of the Urb_n India has been exciting. This collection truly captures our generation’s essence, from diverse styles to fresh choices. It’s more than fashion; it’s a statement of who we are and how we live.”
The collection features blend of modern and contemporary designs. “Neo Feminine” blends strength with grace through balloon hems and gingham tops while “Ultra Feline” a mix of grunge denims with bold animal prints. “Lowkey Luxury” features earthy, dystopian-inspired prints with metallic accents; and “Rustic Denim” revives 90s aesthetics with brown denims and graphic prints.
