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Tag: Max Urban

  • Entourage Films presents ‘Love Labels’ led by Max Urban

    Entourage Films presents ‘Love Labels’ led by Max Urban

    Mumbai: Entourage Films proudly presents “Love Labels” a powerful initiative led by Max Urban. It is a film that challenges the traditional beauty standards, produced by an outstanding team of women at Entourage Films and directed by the talented Gaurav Gupta. This film encourages viewers to embrace their unique beauty, turning self-doubt into self-love.

    “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.” – said the director of the film – Gaurav Gupta.

    “Love Labels” empowers us to embrace ourselves just as we are. Through charming and playful phrases such as ‘Extra Lit and Extra Special’ it inspires inclusivity and diversity.

    The executive producer Garima Arora shared – “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 a positive change and I was all for it.”

  • Max rethinks ‘size labels’ and introduces its new youth-centric brand Urban

    Max rethinks ‘size labels’ and introduces its new youth-centric brand Urban

    Mumbai: A fashion conglomerate, Max Fashion 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 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 them. 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.”

    Max Urban president & deputy CEO Sumit Chandna 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.”

    The inaugural Max Urban collection, inspired by casual, vacay prints and tranquil patterns, will be available across the brand’s 500+ dedicated retail stores as well as on the newly launched www.maxfashion.in e-commerce platform. With amazing prices starting from just 199 INR, this collection makes the brand accessible to a wide swath of young shoppers.

    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. The brand is committed to continually expanding the reach of the Love Labels, with plans to scale up the number of stores in the year.

    As Max Fashion continues to evolve and expand its portfolio Max Urban will play a pivotal role in driving the organisation’s expansion – solidifying its position as a trailblazer in the Indian fashion industry and introducing international styles to the market, championing aspirations of a new generation.