Family oriented fashion brand Max Fashion has launched a new private label named ‘Urban’ to cater to Gen Z Indians looking for trend driven styles. The new clothing line has launched with a ‘Love Labels’ campaign designed to redefine size labels and make them feel empowering.
“A much-needed change that stays even after you leave the trial rooms,” announced Max Fashion on Facebook. “Max Urb_N has revamped size labels and they’re nothing short of stunning, magical, and lit. A welcome change for sure.”
Urban launched with a selection of summery western wear for men and women. Instead of regular clothing size labels, the brand’s garments are named ‘Stunning’ and ‘Xtra Special’ among other empowering terms. This is designed to promote self love among its customers.
“Size labels can be a source of self-confidence for many shoppers, especially youth,” said Max Urban’s president and deputy CEO Sumit Chandna, Indian Retailer Bureau reported. “Our ‘Love Labels’ campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear.”
The collection is priced in the value segment of the market, starting at Rs 199. The Urban brand will be rolled out across Max Fashion’s brick-and-mortar outlets as well as on its direct to customer e-commerce store.
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