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7. Style Lessons with Kalki Koechlin

No stretch of the imagination can categorise Kalki Koechlin in any conventional mould. Born and raised in Pondicherry, her carefree childhood is reflected in her choice of roles. She is a talented performer, a spirited producer in theatre and cinema, an author, and a philanthropist. On being the face of this fun, fresh new campaign for Max Fashion, Kalki expresses, “I believe fashion is an extension of one's personality, and Max Fashion's ‘New New You’ campaign truly allows me to do that, with its cool, vibrant and comfortable styles.”

Dubai-Based Landmark Group’s most loved fashion brand Max Fashion prepares to step into a new chapter for the brand with a special collaboration with renowned actor and style icon Kalki Koechlin for the ‘New New You’ campaign. The campaign forays into the space of renewed self-confidence, instilling a sense of evolution that leaves the customer feeling brand new, thanks to the transformative power of style. This campaign boasts a refined collection that captures the sentiment of reinvention, whether it’s for a festive celebration or friendly gathering (workwear, casual outfits, fusion festive wear or high-glam occasion wear) – these styles set the tone for celebrations this season.

A collection this stylish needed someone who aligned perfectly with its playfulness, someone who has the unique ability to break conventional fashion boundaries while staying true to her personality – and who better than the brilliant Kalki Koechlin – who reinvents herself with every vibrant role she takes on. Shot in a picturesque European vibe, the film follows Kalki cruising through the city in eclectic fits – from a modern schiffli co-ord set for brunch with the girls to a chic printed balloon dress for a fun afternoon; or from a sophisticated shimmer co-ord set for a formal outing to a chic high-shine duo for a party – the film encapsulates the many different vibrant moods of the collection. With every change, we see the versatility of the collection and how it houses something for everyone – no matter what their personality is.

On partnering with the fabulous Kalki Koechlin, Pallavi Pandey, Head of Marketing, Max Fashion says, “We aim to inspire our customers to explore new possibilities and embrace every side of themselves with our latest collection, designed for the modern, aspirational Indian family." Sumit Chandna, Deputy CEO, Max Fashion, adds: "With the 'New New You' campaign, we are not only launching a dynamic new collection but also reinforcing our retail strategy to bring continuous innovation to over 520 stores across 210+ cities. This campaign marks a new chapter in our business."