A New Vision Built Around Individuality
The new direction is centred on authenticity, individuality and everyday life. Guided by the mantra “Keep it cool”, MAX&Co. presents cool as an attitude of confidence rather than a fixed aesthetic.
A red square represents the new creative philosophy, with its four corners symbolising passion, attention, balance and power. The campaign features four “Everyday Heroes” with different backgrounds, including a paediatric nurse, a skin therapist, a photographer and an activist.
A London Launch
The anniversary was marked by a series of events across London. The programme began with a talk at 180 The Strand featuring fashion journalist Caroline Issa and creative collaborator Edward Buchanan, before continuing at the brand’s new Regent Street store.
The celebrations concluded with a DJ set at Club77 and were supported by a window takeover at Harrods and a wild-posting campaign across London.
The anniversary marks a new chapter for MAX&Co., placing individuality and everyday expression at the centre of its creative direction.
Source: FashionUnited
