Announcement
Max Fashion unveiled its Festive 2026 collection on 16 September 2026, positioning the actor Kalki Koechlin as curator. The collection merges original artwork with the centuries‑old Sanganer block‑printing craft, creating a purpose‑led fashion line under the Max Project New platform.
Collaboration with Specially‑abled Artists
Through the Chennai‑based Kairassi Foundation, Max Fashion partnered with three specially‑abled artists—Simron, Pavithra and Manas. Each artist’s original painting was transferred directly onto apparel and accessories without reinterpretation. Simron’s water‑colour landscapes adorn skirts, Pavithra’s ocean‑inspired blues appear on shirts, and Manas, who paints with a straw, sees his work featured on a tote bag.
Sanganer Block‑Printing Craft
In Rajasthan’s Sanganer, artisans hand‑carved wooden blocks and mixed pigments to create an exclusive design inspired by Japanese sakura blooms. The printing process involved layering each colour one at a time, marrying Japanese floral motifs with traditional block‑printing techniques.
Corporate Statements
"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 of Max Fashion. He added that Kalki’s vision aligned with the brand’s belief that festive dressing can carry meaning, not just style. Kalki Koechlin echoed this sentiment, noting that the collection aims to make festive fashion convey a story rather than merely sell a trend.
Collection Design and Appeal
The collection showcases fluid silhouettes and unexpected combinations, suitable for festive evenings as well as everyday wardrobes, thereby extending creative expression into daily dressing. The campaign tagline, “HOW NEW IS YOUR NEW,” encapsulates the initiative’s ethos of turning new designs into new stories.
Max Fashion – Company Overview
Founded in the Middle East in 2004, Max Fashion now operates in more than 20 countries with over 900 stores globally, including markets such as the UAE, Saudi Arabia, Egypt, India and Indonesia. In India, the brand opened its first store in 2006 and celebrates 20 years of presence. Currently, Max runs 530+ stores across 220+ Indian cities, covering over 5.8 million sq ft of retail space. The network handles more than 1 million daily customer interactions and sells over 130 million garments annually across men, women and children.
Future Outlook
Max Project New is designed to continue beyond this inaugural edition, with plans to engage additional artists, craftspeople and creative voices in subsequent seasons, further embedding purpose‑driven storytelling into the brand’s fashion offerings.