Max Fashion collaborates with Alaya F for #IYKYDK campaign

Max Fashion, a leading fashion brand has collaborated with actor Alaya F for its latest campaign, #IYKYDK (If You Know, You Don’t Know).

The campaign focused on Gen Z features Alaya F alongside a collective of digital-first creators, including Sufi Motiwala, Devishi Madan, and Dev Rayani showcasing the brand’s latest collection.

Max Fashion’s collection targeted a Gen Z features graphic-heavy streetwear, oversized silhouettes, expressive prints, and unconventional layering.

Commenting on the campaign, CEO of Max Fashion in a statement said, “Gen Z is transforming the fashion landscape with their evolving preferences and demand for authenticity. At Max Fashion, we see this as more than a trend—it’s a shift in consumer engagement. With #IYKYDK, we’re not just launching a campaign; we’re curating an experience.”

“From merchandise inspired by this movement to collaborations with voices like Alaya F., we’re building a collection that speaks to their individuality. This campaign reflects our commitment to evolving with Gen Z and creating fashion that resonates with their values, identity, and ever-changing lifestyle,” the CEO added.

Max is one of the largest family fashion brands in India with over 520 stores spread across 210 cities and a strong online presence.