Max Fashion, an international fashion brand with over 500 stores across India launched its new Urb_n collection in partnership with Bollywood actress Alaya F. This collaboration aims to cater to the growing demand for youth-centric fashion and is accompanied by a digital campaign that blends fashion, music, and self-expression.
“Being part of the Urb_n India has been exciting. This collection 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,” Alaya F said.
The partnership introduces a diverse collection featuring four distinct styles: Neo Feminine, Ultra Feline, Lowkey Luxury, and Rustic Denim, with prices ranging from Rs 499 to Rs 1499. The collection will be available across all Max Fashion stores and on the brand’s official website, ensuring broad accessibility.
“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 terms. The collection will be available in all Max fashion stores and on Maxfashion.in from August 9th,” Pallavi Pandey, Head of Marketing, Max Fashion India said.
The launch of Urb_n marks a strategic move by Max Fashion to target younger consumers, particularly those in the 17-22 age group. This initiative is part of Max’s broader strategy to bridge the gap between its existing offerings and the demands of the younger demographic, enhancing its appeal in the fast-fashion segment.
The partnership with Alaya F debuts with a video campaign set against vibrant urban backdrops, showcasing the versatility of the Urb_n collection.
Max Fashion is one of the largest fashion brands across the Middle East and India, with over 1000 stores in 19 countries. In India, Max Fashion operates 500+ stores across 210+ cities, making it a leading family fashion brand. Max Fashion’s vision is to democratize fashion for the contemporary middle class by offering global fashion trends at affordable prices.
The brand appeals to young families and millennials who are fashion-conscious and tech-savvy, offering a balanced portfolio across apparel, footwear, and accessories for men, women, and kids. Max Fashion also offers a strong omnichannel shopping experience through its website and app.
