MAX, the largest and most trusted value fashion brand in the Middle East, showcased its latest 2018 fashion collections for men, women, children and home at a spectacular fashion trunk show that took place at Cove Beach in Dubai.

Aligning perfectly with Max’s vision to transform fashion into a universal language that reflects the cultural diversity of our region, the event was attended by fashion influencers, style watchers, and media.

The event featured a series of three different trunk shows under the themes of Rustic Charm, where modern met rustic in an artistic blend of clean silhouettes and natural looking fabrics, Neo Romance which showed drama, elegance and sleekness through dramatic print and pattern mixes, and Sweet Street, the perfect definition for the new urban attitude, mixing sporty and classic inspired trends.

One focus for the evening was the introduction of Max’s first ever Abaya Collection, which was launched recently exclusively online in the UAE, and has been received with great enthusiasm by customers. The Collection embraces traditional design and combines it with contemporary style through delicate embroidery, diverse, elegant cuts and stylish draping.

Ramanathan Hariharan, CEO of Max, said: “It was a pleasure to present our new collections and introduce a view into the Max Fashion ecosystem through our talented teams at the show. We take great inspiration from the cultural diversity across the Middle East and strive to reflect the same in our collections — from Summer Traveler to Young to the launch of our Ramadan collection and our first ever Abaya Collection. Each Collection offers a perfect blend of style, elegance, and comfort with the core principle of embracing individuality.”

“It is overwhelming to look back and see what a wonderful journey it’s been so far,” he continued. “Max Fashion celebrates its 14th anniversary this month. From a single store back in 2004 to our current 212-store portfolio, we are proud of our achievements that put Max on the position it has earned as the largest value fashion brand in the Middle East.”

As part of the event the guests also enjoyed a series of fun and engaging activities such as the Shop in Shop areas, where Max buying and design teams for each department showcased their key new collections and talked about the journey that brought them to life and the Glam corner with makeup, braids bar, fashion tips, customization, and customized products that offered the guests a bit of pampering. — SG