Max Fashion redefines festive apparel with artisan-led Project New Launch

Max Fashion is redefining mass-market festive retail through Project New, an initiative combining traditional heritage craftsmanship with contemporary silhouettes. Rolled out across India, the collection integrates centuries-old Sanganeri hand block printing from Rajasthan with unique design perspectives. Master craftspeople meticulously carve wooden blocks and layer natural pigments by hand, preserving artisanal integrity while scaling production for commercial retail demands. This craft-forward approach addresses a growing consumer demand for authentic, heritage-backed apparel during peak shopping seasons.

Inclusive design and narrative-driven commerce

The apparel line introduces a collaborative model by partnering with the Chennai-based Kairassi Foundation to elevate artworks created by artists with disabilities. Original watercolor and straw paintings have been directly translated into wearable prints for dresses, shirts, and accessories. Fashion has always been a form of expression and impact, stated Sumit Chandna, CEO, Max Fashion. Project New brings that belief to life, whether through an artist's brushstroke or an artisan's hand-carved block. This narrative-rich strategy deepens consumer connection and brand loyalty in a competitive market.

Accessible luxury and market expansion

Priced strategically from Rs 599 for essentials to Rs 1,999 for premium fusion wear and kurta sets, the collection balances accessibility with elevated design aesthetics. Brand ambassador Kalki Koechlin notes, the initiative allows consumers to carry meaningful stories rather than standard mass trends. Available across retail stores and digital platforms with a secondary drop slated for October, Max Fashion aims to set a new benchmark for purpose-led retail growth and commercial inclusivity.

Delivering accessible trend-led fashion

Max Fashion is a leading value-fashion retailer specializing in apparel, footwear, and accessories for men, women, and children. Operating extensive retail networks and digital channels across key markets, the brand targets consistent double-digit growth by delivering accessible, trend-aligned contemporary fashion. Established as a prominent retail division, Max Fashion focuses on scaling high-volume inventory while integrating sustainable and community-driven initiatives into its core business model.