When I was getting invited for the Max 2017 Spring Collection fashion show, I was told it’s going to be a unique event. Why? Because this time round, it was fashion for real people; meaning people like you and I (still not sure if I’m a real person) working that runway. Fashion for real people in this context meant that moms, daughters, sons, fathers and more relatives were taking part in the Max 2017 spring collection show. The whole soirée was made up of the normal Jane & Fatima, and Abdul & Vishal, instead of professional models or super models.

A Little Bit about Max Fashion

For those who don’t know Max Fashion, it is the largest value fashion brand in the region. Their award winning Fashion for Real People brand campaign reverberates the importance of individuality. It also champions the need for every individual, regardless of size and color, to discover, embrace and express their own unique style statement as well as beauty. And I think that’s one of the reasons I just love Max fashion.

Fashion For Real People at Max 2017 Spring Collection

So back to the Max 2017 spring runaway event. This interesting show was held at the high-end JW Marriot Marquis in Dubai, and the turnout was just impressive. I mean there were kids running around everywhere, followed by their minders, only to see both parties later on the runway.

The “models” who took part in the Max 2017 Spring Collection show came out in all sizes, figures, heights and shades. I think for a moment there the show depicted the true essence of the United Arab Emirates, which is a melting pot of different cultures.

There were pre-teens, teens as well as some youthful “cool-looking” boys and girls, and their mothers (not sure about this). I met a couple of very talented young girls who insisted I call them the twins, as well as their mother who was grinning from ear to ear for having taken part in the Max 2017 Spring Collection Fashion for Real People runway show.

Why I love Max Fashion

You see, an individual’s personal style is much more than adopting the latest fashion trend. It’s really more about expressing one’s personality, creativity, emotions and impressions, and an extension of their own thinking. And no matter where you buy your clothes, if you can express your personality and creativity, then you have an individual style that encompasses being comfortable and confident in yourself. Max Fashion is all about this individual style.

In the first phase of Fashion for Real People campaign, which was launched back in 2015, Max Fashion joined forces with Arab youth icon, Mohammed Assaf. The campaign received outstanding reception across the Middle East region and won the prestigious Dubai Lynx 2016 awards, bagging Silver in Integrated Media category and two Bronzes in the Media-Product/Service and Interactive – Online Video categories respectively.

Basically, the Max Fashion for Real People campaign focuses on positivity and pride in self-expression. And this is what I saw on that JW Marriott Marquis ballroom at the Max 2017 Spring Collection Runway show.

xoxo