Kalki Koechlin has unveiled a new fashion campaign that focuses on renewed self-confidence and personal evolution

In an exhilarating leap into the realm of self-expression, Max Fashion has unveiled its latest campaign, the New New You, featuring the ever-enigmatic Kalki Koechlin. This campaign aims to not merely bring the collection to the forefront but also focus on a celebration of renewed self-confidence and personal evolution, inviting individuals to rediscover their identities through the transformative power of style. With a meticulously curated array of ensembles, the campaign encapsulates the essence of reinvention — perfectly tailored for festive celebrations, casual gatherings, or even high-glam soirées.

At the heart of this captivating initiative lies a refined collection that speaks to the myriad facets of modern life. From sophisticated workwear to effortless casual outfits and exquisite fusion festive wear, each piece is aimed to set the tone for this season’s celebrations. Whether one seeks the elegance of a tailored look or the flair of a statement piece, the collection hopes to be a treasure trove of styles waiting to be explored.

Choosing an icon to embody this spirit of playful sophistication was a natural decision. Enter Kalki Koechlin, a true chameleon of the fashion world. Known for her bold choices and fearless approach to style, Kalki embodies the ethos of this collection. With an innate ability to break conventional fashion boundaries while remaining authentically herself, she hopes to bring the campaign to life.  “I believe fashion is an extension of one’s personality and this campaign truly allows me to do that,” Kalki shares. “I am thrilled to be a part of it and I must say the label has completely surprised me with its cool, vibrant and comfortable styles.”

The accompanying campaign film is also a visual feast, artfully shot against the backdrop of a picturesque European city. It follows Kalki as she glides through the urban landscape in an array of eclectic fits, each telling its own story. From a modern schiffli co-ord set perfect for brunch with friends to a chic printed balloon dress that embodies fun and whimsy, every outfit shines in its unique narrative. As she transitions into a sophisticated shimmer co-ord set for formal outings and then into a chic high-shine duo for evening festivities — the film brilliantly captures the collection's versatility and vibrancy.

INR 599 onwards. Available online.

Email: romal@newindianexpress.com
X: @elromal