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Max Project New, a purpose-led initiative from Max Fashion launching pan-India starting September across stores, online and the Max Fashion app. This is a movement, where artists and artisans stop being inspiration footnotes and start being the main story, thread by thread, block by block, print by print.
“Max Project New” opens with its debut edition, an Exclusive Festive Collection curated by Kalki Koechlin. Rooted in the rich legacy of Sanganer block printing, Rajasthan, and the artistic expression of specially-abled artists from Kairassi Foundation, Chennai, the initiative gives their creative voices a new canvas through fashion.
"Fashion, for us, has always been more than what we wear, it's a form of expression, a way to tell stories, and a platform that can create real impact," said Sumit Chandna, CEO, Max Fashion. "That belief found new energy when Kalki and we evolved the expression of fashion. Max Project New is our way of giving art a new canvas through fashion, while recognising artists and artisans as equal creative contributors.”
First, the art. Max Fashion's collaboration with Kairassi Foundation, an organisation that empowers specially-abled artists by providing vocational art opportunities, mentorship, materials and marketing support, helping artists transform original artwork into sustainable income opportunities, brings three talents into the spotlight: Simron, Pavithra and Manas.
Then, the craft. Max Fashion went to Sanganer, Rajasthan, and commissioned something new: an entirely exclusive block print pattern, made only for Max, with inspiration from Japanese florals transformed by Sanganer block print artisans from Rajasthan. The design comes to life through hand-carved blocks, colour and the human hand, before being scaled across Max stores nationwide. As the design team puts it: you don't just wear the craft, you become part of its story.
"When Max and I discussed this idea, I didn't expect it to turn into something this personal," said Kalki Koechlin, Brand Ambassador, Max Fashion. "Working with the artists at Kairassi Foundation and the artisans of Sanganer has been humbling. Every piece here already had a story before it became a garment, we made sure that story got to travel further."
The collection will be available in stores, on the Max Fashion website and on the Max Fashion app, pan-India, from September, with a second drop in October. Kalki fronts the campaign under the line “HOW NEW IS YOUR NEW.” — fitting for a brand that's spent years owning what's next and is now rewriting the rules of it.
The debut edition drops in September till end of Festive season: a painterly, garden-fresh palette in September, followed by a warmer, earthier bohemian edit in October.
