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Hyderabad, February 16, 2016: India’s leading value fashion brand, MAX showcased and launched its Spring 2016 collection at a spectacular fashion show held in City Centre Mall, Banjara Hills Hyderabad today. The spring collection was unveiled during the event at the store by Ms Alice Rosario, Max Fashion Icon Winner 2015 and recent winner Grazia Cover Girl Hunt 2016. The new range was launched in a dazzling fashion show showcasing diverse styles for this spring. Alice Rosario also walked the ramp inbright Max spring garments.

This season, Max encourages you to ‘LIVE FOR TODAY’ and brings you an amazing range of looks so distinct yet fused to make a beautiful fashion story. A wide array of exciting ensembles ranging from classic nautical to boho-safari, right through to the seasonal pastel pops, giving options suitable for all moods and occasions.

Speaking at the launch, Mr.Vivek Sharma, General Manager Operations, Max Fashion – TS and AP, said, “Ourcampaign is moving from forward from ‘today’s for small joys’ to ‘Live for today’ for SS’16 with a strong objective to enhance fashion imagery of the brand and bring in new customers to experience the brand.The Concept ‘Live for Today’ conceptualizes how everyone’s mind is on the future, busy making plans, marking calendars and think in future tense. ‘Live for today’ speaks about how we sometimes forget the potential of today and of what we can achieve in 24 hrs.”

Speaking at the event, Alice Rosario said, “I love the collection as it reflects the sense of individuality! The trends woven into the collection blend understated elegance with a touch of modern style. The colour pallete, fabric, texture and print are so perfect for the season. I am so glad to be in myhometown and meet you all at the Max store.”

Brief note about the collection

Womens wear

The womenswear range includes flowy fabrics, cut out lace, sheer, Breton stripes, botanicals, anchors, patchwork. A fresh unique take on the ubiquitous and ever green nautical trend, with denim highlights, washed out looks teamed up with chic Schiffli bodies and laces. The variety gives a sophisticated yet relaxed offering. The trick is ‘don’t go overboard’.

Kids wear

Frills, florals and butterflies define the Spring collection for little girls! Keeping up with our Nautical trend for the season, there’s a whole range of strappy dresses, jumpsuits, cute little skirts ranging from deep indigos to soothing pastels.

Pirates, sailors, beach, surf and sand are the primary graphics to be seen in the boy’s collection. Along with this, you can also find cool planes, cars and mickey inspired graphic tees as well. So go ahead and bring the sea to your homes with Max’s spring collection.

Mens wear

Max menswear brings you deep nautical inspired collection with indigo and monochrome stories. One can flaunt in nautical spirit with drop crotch joggers, patterned polos and motif printed shorts with digital tees, appliqué tees, fashion panel tees and ombre typo tees.

Ethnic wear

Ethnic wear takes its inspiration from various different parts of life and cultures. Find a little bit of legacy and history entwined with thier Moroccan, indigo and folklore inspired range. From asymmetric boho dresses to long kurtas, pallazo, cullotes and koti, Max has it all. The colour palette varies from bright pastels to monochrome with neutrals. With flowy viscose blends, cool cottons, rich chanderis, denim chambrey, placement prints and quirky motifs, find yourself stepping into a world deeply rooted in culture and elegance.