Vaani Kapoor launches Max Fashion Collection 2014, Mumbai

Vaani Kapoor launches Max Fashion Collection at Phoenix Market City, Kurla, Mumbai.
Event by Femina

Max Fashion – In Association with Femina launches ‘Wear it Proud’ campaign for Women’s Day

Vaani Kapoor unveils the campaign & the Max Spring Summer ’14 collection

In Support of the ‘Women Empowerment’ initiative by Life Trust

Mumbai, March 5, 2014:
Max, the leading value fashion brand in India along with Femina - India’s first and largest read women’s English magazine, kick started the Max Women’s Festival - a fortnight long extravaganza, to mark celebration of women’s day. The women’s fest outlines the importance of women’s empowerment by enabling education, awareness & building careers for women through the various vocational initiatives organized by Landmarks CSR - Life Trust.

Taking the excitement several notches higher was the presence of Bollywood star Vaani Kapoor, who launched the Women’s Day campaign ‘Wear it Proud’ in association with Femina and unveiled the Max’s latest Spring Summer’14 collection.

The women’s festival has kick started across max stores in cities like Bangalore, Chennai, Hyderabad, Kolkata, Mumbai, Pune & Delhi & NCR. The festivities will consist of a host pampering sessions like nail art, foot spas, fashion makeovers, a course on makeup and even a ‘Do it yourself’ session. Additionally, for every Rs 5 donation made by shoppers towards Life Trust’s initiatives, Max will also contribute Rs. 5/- towards the cause.

Commenting on the association, Vasanth Kumar, Executive Director, Max Fashion said, “I would like to take this opportunity to wish each and every woman a very happy women’s day. As a responsible corporate we are committed to the cause of empowering women through Life Trusts various initiatives of providing education, awareness and vocational training. In addition to this we look forward to giving our consumers a day to remember this womens fest with special pampering sessions that will truly make them look good, feel good with Max!”

Max Spring Summer’14 Collection details:
Inspired by the latest trends on international ramps, the Spring Summer 2014 collection boasts of a line of feminine and flirty floral body conscious dresses, imbued with geometric and kaleidoscopic prints, chiffon tops with delicate embroidery, A line dresses, tapestry denim shorts and light weight airy blouses, featuring a kaleidoscope of colours. The ethnic wear celebrates ‘Flower Power’ with a range of exotic and colourful floral prints, ranging from engraved and clustered florals to chintz and floral overprints. Printed on modern short kurtis, elegant tiered and flared kurtis, that easily transition from winter to spring. With collections like the Neo Geo and Sunburn range, a graphic, tribal-themed collection celebrates the globe trotter showcasing boho and hippy spirit with rich rustic and folk inspired prints. The Atlantis collection mirrors waterscapes, aquatic flora and fauna along. Pearl embellishments glamorize the cool underwater themes of this array.

About Max:
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, Allahabad, Varanasi, Bareilly & Ranchi. The brand plans to have a network of over 100 stores by the end of the financial year.

About Life Trust:
Awareness is the first step towards empowerment and towards a future which is bright, equal, safe and rewarding. Life Trust has been initiating various programmes in different communities of Mumbai Bengaluru and Chennai, equipping its women beneficiaries with new skill sets thus aiding in their capacity building. Its annual calendar has regular reserved spots for short vocational training courses in areas like cookery, tailoring, paper bag making, hand embroidery, computer literacy, conversational English and in personal grooming and the art of using cosmetics. These courses kindle a focused interest towards alternate career options resulting in financial independence and social emancipation.

In addition, “Life Coaches” from Life Trust hold camps with adolescent girls, expecting and lactating mothers on health and hygiene, nutrition and cancer awareness. Under its School Development Programme, Life Trust has been offering classes in yoga, computer literacy, Karate and its team of counselors have been instrumental in detecting and addressing anxieties and career related dilemmas among students. Be it infants, pre-schoolers, primary and secondary school children, adolescent girls or young mothers, Life Trust imprints their life with hope and success.

About Femina India:
Femina was first published in July 1959 and for over 50 years now, Femina, India’s first and largest read women’s English magazine has long been the definitive life and lifestyle guide for progressive woman. It is owned by Worldwide Media, a wholly owned subsidiary of the Times Group. Femina is a magazine, published fortnightly in India. It primarily features articles on relationships, beauty and fashion, travel, women, cuisine, and health and fitness. It also features articles on celebrities and cultural facets of Indian women.