Rising Style Stars’
FASHION
Max unveils Mumbai’s ‘Rising Style
Stars’ at the Max Fashion Icon 2014 City Finale
Max Fashion India, the leading international
value fashion brand, hosted their city finale for Max Fashion Icon 2014 in Mumbai
today. The alluring fashion property
launched by Max, revealed the top 15 contestants who battled it out at the City
Finale for Max Fashion Icon.
The
event ensued to be a high profile affair in the presence of the who’s who of Mumbai
and the contestants were cheered on by enthusiastic guests at Hotel Novotel,
Juhu. The high profile panel of judges included Mr. Vasanth Kumar –
Executive Director-Max, Jatin
Kampani - Ace Fashion and Bollywood photographer, Nandini Bhalla - Cosmopolitan
Editor, Aparna Behl - Fashion Choreographer and Renowned Fashion Designers – Nishka Lulla and Nachiket Barve. The evening was
graced by the gorgeous model, Nidhi
Sunil.
The
evening proved to be a complete fashion treat with outstanding poise and
glamour as the contestants walked the ramp in style showcasing three different
collections - ethnic and western wear for men and women. The western wear for
women featured Max’s spring collection with a key underwater theme brought alive by waterscape prints, pearl
embellishments and shaded effects.
The men’s western
wear round comprised re-interpreted military look and
washed out pastel shades that are the key looks for the upcoming spring season
along with fresh
tropical inspired prints and patterns. The ethnic range for Max Fashion Icon showcased their fusion
skirts in varied lengths and bold colours, tribal motifs and an eclectic mix of
patterns.
The contestants
were shortlisted from the hundreds of hopeful contenders who registered for the
contest online and the auditions that took place in the city last week. The
city finale winners now go through a series of grooming sessions and mentoring with
top professionals in the respective fields to prepare them for the Grand Finale
to be held on March 6th, 2014 in Delhi.
Commenting on the
occasion, Vasanth Kumar, Executive
Director, Max said, “Max being one of the biggest brands in the city
synonymous with international fashion has a strong youth following. Our core
brand value is to democratize fashion making it accessible to everyone. Keeping
with this philosophy, we launched a platform aimed at unveiling young and
aspiring fashionist as and provide them with an ultimate launch pad to be the
country’s next fashion icon. It gives us immense pleasure to be known for not
just a brand that facilitates fashion at great prices but also as a brand that builds
great careers in fashion.”
Talking about Max
Fashion Icon, Jatin Kampani - Ace Fashion and Bollywood photographer,
said, “Max Fashion Icon promises a stepping stone to some of the most glamorous
faces of Mumbai, catapulting them to the world of fame. We got a remarkable
response from the auditions and the city has an immense talent pool to offer. Our
search is for those young boys and girls who are passionate about fashion but
add their own unique signature to their style. This is a great opportunity for
young, aspiring talent to enter the business of Fashion and entertainment.”
Adding to this, Fashion Choreographer, Aparna Behl said,
“The contestants have been going through a series of grooming sessions and I am
proud to witness the transformation in each of them. I am confident that the winners of Max
Fashion Icon will be able to soon carve a niche for themselves in the fashion world.”
Taking about the
contestants, Renowned Fashion Designer,
Nishka Lulla, said, “Mumbaikars have always been known for
their high fashion quotient and I am extremely happy to be part of Max Fashion
Icon this year. We had a very talented set of finalists who possessed the
perfect mix of attitude and grace that one looks for in a fashion icon.”
The event was aimed
at recognizing the raw talent in aspiring young men and women and grooming them
into poised and confident models at par with their international counterparts.
The winners of the
Max Fashion Icon 2014 will get a chance of a lifetime of being photographed by
Ace Fashion and Bollywood photographer, Jatin Kampani for Max Fashion Calendar.
They will also be featured in top magazines like Cosmopolitan, Harper’s Bazaar
and Woman’s Health, receive gift hampers worth Rs. 1.25 lakhs, a complete Max
wardrobe from their latest collection and the opportunity to be in the next Max
season campaign.
ABOUT
MAX FASHION
Max
is the leading fashion brand offering customers a one stop shop for clothing,
accessories and footwear needs for the entire family.
Max,
a division of Lifestyle International (P) Ltd., has pioneered the concept of
‘value fashion’ in the country, thereby offering the discerning shopper a vast
choice with international fashion & quality. It offers apparel, footwear
& accessories that are of the latest fashion trends at a great price,
making it affordable to many. The store ambience offers an international
shopping experience making shopping for the entire family an absolute delight.
In India, Max has over 90 stores across 41 cities including
Bangalore, Mumbai, Kalyan, Delhi, Chennai, Kolkata, Hyderabad, Vijaywada, Pune,
Noida, Gurgaon, Cochin, Thane, Ghaziabad, Bhubaneswar, Nagpur, Trichy,
Dehradun, Coimbatore, Jabalpur, Jalgaon, Amritsar, Bhopal, Baroda, Siliguri,
Indore, Raipur, Ahmedabad, Vishakhapatnam, Agra, Lucknow, Calicut, Durgapur,
Mangalore, Trivandrum, Hubli, Mysore, Ranchi, Varanasi, Bareilly &
Allahabad. The brand plans to have a network of over 100 stores by the end of
the financial year.
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