Max Fashion unveils unique clothing installation at largest store launch
24 August 2023, Mumbai
Dubai-based international fast-fashion retailer, Max Fashion, marked a significant milestone with the inauguration of its largest store in Kochi, India. At the event, the brand introduced a remarkable 6,000 sq. ft. installation called 'vastrakalam', a play on the traditional 'pookalam' design, typically crafted using flowers.
This innovative piece of art was created using over 8,000 items of clothing, showcasing Max Fashion's creativity and commitment to sustainable practices.
Catching attention
Max Fashion's 'vastrakalam', a clothing-based installation, captured attention at the launch of the brand's expansive Kochi store. Comprising more than 8,000 clothes and meticulously designed by Artist Dundhu, the installation was unveiled by South Indian actress Honey Rose. Notably, the installation embodies both artistic innovation and a charitable purpose.
After its display, the installation's clothing components will be donated to children in need through a partnership with an NGO, further aligning with Max Fashion's social responsibility initiatives.
Nuances
With the inauguration of its largest store spanning over 25,000 sq. ft. in Kochi, Max Fashion continues to solidify its presence in the Indian market. Originally launched in 2004 under the UAE-based Landmark Group, the retailer ventured into India in 2006 and now operates over 465 stores across 200 cities in the country.
Globally, the brand boasts more than 850 stores in 19 countries. Looking ahead, Max Fashion is poised for further expansion, aiming to introduce 100 new stores in the upcoming year, a testament to its ambitious growth strategy.
