Max Fashion Launches ‘Max Project New’ Festive Collection Curated by Kalki Koechlin
Max Fashion collaborates with Kalki Koechlin and Kairassi Foundation for 'Max Project New', featuring Sanganeri block-printed festive wear designed by specially-abled artists.
Sandhya
Max Fashion has unveiled its latest purpose-led initiative, Max Project New, launching a unique festive collection curated by actor Kalki Koechlin. Centered around the question, "What if new wasn't something you bought off a rack, but something no one else could ever own?", the campaign transforms fashion into a platform for meaningful artistic expression.
Blending Traditional Craftsmanship with Inclusive Art
The debut collection merges the heritage of Rajasthan's traditional Sanganer block printing with artwork created by specially-abled artists from the Kairassi Foundation in Chennai. By integrating these unique visual narratives into everyday apparel, the project positions traditional artisans and specially-abled creators as equal creative contributors in mainstream fashion.
Two-Phase Festive Release
Rolling out across physical stores, online platforms, and the Max Fashion app, the seasonal collection will release in two distinct phases throughout the festive season:
- September Edit: Focuses on a painterly, garden-fresh color palette.
- October Edit: Introduces a warmer, earthier bohemian aesthetic.
A Long-Term Platform for Purposeful Fashion
Speaking on the initiative, Sumit Chandna, CEO of Max Fashion, highlighted that the project reflects a shift toward story-driven apparel designed to generate real social impact. Max Fashion has confirmed that Max Project New will operate as an ongoing platform, partnering with new artists, traditional crafts, and diverse creative voices across future seasons.
