01 February 2025, Mumbai
Max Fashion's #IYKYDK (If You Know, You Don't Know) campaign celebrates the individuality and self-expression of Gen Z customers. The campaign recognizes, rather than a monolithic group, Gen Z is a dynamic generation constantly evolving and defying categorization. The generation y stands for authenticity, embracing contradictions, and forging their own identities, the brand opines
To convey this message, Max Fashion partnered with brand Alaya F, which embodies the generation's fearless and expressive spirit. Joining the brand in this campaign are digital creators Sufi Motiwala, Devishi Madan, and Dev Rayani, further illustrating the diverse landscape of Gen Z.
The campaign features a dynamic film starring Alaya F. The designer challenges the clichés and assumptions faced by Gen Z customers through a playful yet powerful rap-style PSA, It highlights the ‘Shuffle it up’ mentality – the refusal to be confined to a single label or trend.
Reflecting this philosophy Max Fashion's #IYKYDK collection offers ensembles ranging from graphic-heavy streetwear to oversized silhouettes, expressive prints, and unconventional layering, the pieces are designed for versatility and self-expression. The collection embraces the Gen Z approach to style: mixing high and low fashion, blending vintage and modern aesthetics, and experimenting with gender-fluid silhouettes.
The campaign empowers Gen Z to be seen for who they truly are, acknowledging their rejection of outdated definitions of success, identity, and style.
Shital Mehta, CEO, Max Fashion states, the campaign reflects the brand’s commitment to evolving with Gen Z and creating fashion that resonates with their values, identity, and ever-changing lifestyle. With #IYKYDK, Max Fashion isn’t just launching a campaign but curating an experience.
