The campaign stands for the importance of diversity and inclusivity in women’s fashion

3 February 2021, Dubai, UAE – Max, the region’s leading value fashion retailer and part of the Landmark Group, has launched a new groundbreaking campaign to celebrate inclusivity and diversity in women’s fashion. Representing the unique cultural mix in the region and recognizing that beauty comes self-expression, the Individual Togetherness campaign encourages people to celebrate individuality in style and togetherness. 

For Max, diversity is the standard where a wide range of consumers stand #uniqueandunited. The new campaign is an exploration of different facets and forms of personal style that are integral to the brand’s philosophy—whether it’s sporty, bold, bright, or feminine. With a light-hearted yet empowering tone, it is set to engage shoppers across the MENA region. 

Haroon Rasheed, Senior Marketing Head, Max said: “Max is a well-known brand in the region and is considered a strong choice for all women seeking fashion at great value. Our new campaign is inspired by our diverse woman customer. In our initiative to embrace today's empowered consumer choices. Our brand campaign celebrating Individual Togetherness is a perfect example of our brand values as we continue to serve the fashion needs of women across the region.'

Individual Togetherness builds its narrative around the idea that the individual defines personal style and the catalyst of personal style is a celebration of the diversity around us. A key objective of the campaign is to help shoppers see beauty in individuality and to influence attitudes towards the everyday fashion world —to spark fresh ideas and to refine perspectives on women’s style. In the spirit of speaking to today’s confident and trendy, modern woman, the innovative campaign will include multimedia elements that followers can share across social platforms.

“Fashion is constantly evolving and today we see there are no boundaries in personal style. However, consumers want to be associated with a brand that embraces diversity and celebrates inclusivity. Through our brand story, we want to encourage women to express themselves in their own style, and to remind them that fashion bridges diversity, while giving us a greater sense of community and belonging,” added Rasheed.

The Max team have collaborated with a diverse crew in casting for the campaign to further amplify the celebration of diversity in front of and behind the camera. The campaign film features a diverse range of characters, all rocking their individual styles - some sporty, some head to toe in bright bold colors, some laid back in t-shirt and jeans, some unapologetically decked out in accessories. Audiences will see the cast discovering that they have much in common with each other, instilling an overall sense of belonging.