Dubai, United Arab Emirates – 8th January, 2017:  MAX, the largest value fashion brand in the region, will reveal their Spring 2017 collection in February at a spectacular fashion show. Max ‘Fashion for Real People’ campaign celebrates the innate sense of style that all real people possess and aims to inspire millions more to accept their distinctive personality.

As part of their ‘Fashion for Real People’ campaign, Max Fashion is calling out Real People to walk down the runway to showcase the new collection. Castings will take place at the below locations:
MAX Ibn Battuta: 9th & 10th January 12pm – 5pm
MAX Bur Dubai: 11th January 12pm – 5pm
MAX Oasis Mall: 12th January 12pm – 5pm
MAX Al Ghurair: 15th & 16th January 12pm – 5pm

In the first phase of ‘Fashion for Real People’ campaign, launched in November 2015, Max joined forces with Arab youth icon, Mohammed Assaf.  The campaign received outstanding reception across the Middle East region and won the prestigious Dubai Lynx 2016 awards, bagging Silver in Integrated Media category and two Bronzes in the Media-Product/Service and Interactive - Online Video categories respectively.

The second phase of the campaign portrays different facets of Mohammed Assaf’s daily life. Photographed in a natural setting, the images capture him in a library, at a studio and in the gym. The idea is to present a fun and colourful collage of cherished moments from Assaf’s daily life, featuring him in the Max collection that fans can relate to. The campaign will come to life on broadcast, digital and print media.