Max Fashion reimagines size labels to promote self-love & body-positivity

With 'Love Labels' campaign, Max has announced the launch of its new youth centric brand- Max Urban.

Max Fashion, a fashion conglomerate under the banner of the UAE-based Landmark Group, announces the launch of Max Urban. Designed exclusively for the country's burgeoning youth market, the brand aims to redefine style, self-expression, and the shopping experience for a youth market. Urban’s bold, progressive aesthetic product line is a reflection of today’s youth-confident, unapologetic and fearless!

The Love Labels brand campaign from Max Urban takes a bold and empowering approach to size and fit. Rather than perpetuating traditional size labels, the campaign dispenses with the concept entirely redefining them as affirmations of self-love and body positivity. The campaign film, conceptualised by Entourage Films, follows a narrative that celebrates the diverse and ever-changing shapes and sizes of people.

The brand aims to help customers find clothes that fit them perfectly, creating a unique shopping experience that uplifts and empowers. The traditional size abbreviations of "XS," "S," "M," "L," "XL," and "2XL" have been reimagined as inspiring labels like "Xtra Special," "Stunning," "Magical," "Lit," "Xtra Lit," and "Xtra Xtra Lit."

Sumit Chandna, president and deputy CEO of Max Urban, exclaims, “Size labels can be a source of self-confidence and positive self-image for many shoppers, especially youth. We have made efforts to offer a more inclusive range of sizes and to use language that is empowering. At Max Urban, our 'Love Labels' campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear.”

Gaurav Gupta, the director of the film, shared his connection with the script, "Upon reading the script, I resonated deeply with the concept. Ogilvy and Max Urban's innovative approach to address common shopping struggles promises to spare future generations from these challenges. The journey of bringing this film to life with Entourage Films has been gratifying. Being involved with such thought-provoking concepts fills me with pride; it underscores the very reason we create films—to instigate change."

Garima Arora, executive producer of Love Labels, expressed her views on the project "In a world influenced by societal pressures, this concept struck a chord with me. The mere notion of collaborating with a brand committed to redefining labels felt as a great opportunity. It was not just a film for me; it was about bringing positive change, and I was all for it."

The inaugural Max Urban collection, inspired by casual, vacay prints and tranquil patterns, will be available across the brand's 500+ retail stores as well as on the newly launched e-commerce platform. Love Labels will be available at select 50+ stores across major cities, including Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Chennai, Lucknow, Trivandrum, Calicut, Guwahati, and Bhubaneswar, offering international fashion at great prices.