MAX, the country’s largest value fashion brand in association with Elle launched debut edition of MAX Design Awards this year. This program is a definitive fashion designing competition where students get to test their creativity and reach out to the world of fashions with their designs.
At the MAX Design Awards 2014, the ambition is to recognize and reward the next generation of Fashion designers and provide them a platform to springboard their fashion designing careers.
The program started this year in August. Entries from students of top 15 fashion designing colleges across India were invited to send in their registrations through the microsite - http://elle.in/maxdesignawards . Students were asked to submit their sketches, one prêt & one couture from Menswear, Women’s Wear or Ethnic Wear, based on MAX seasonal theme.
These entries were judged by esteemed panel of jury which included Fashion Designers Ashish Soni, Masaba Gupta & Gaurav Gupta and Industry Experts including Shekar CS. – President, Max Fashion, Malini Banerjee – Fashion Director ELLE India, Kamakshi Kaul – Head Design, Max Fashion and Marc Robinson – Project Head, Max Design Awards.
The jury shortlisted 15 finalists based on the criteria like Interpretation of the Theme, Creative Details, Colour Aesthetics, Presentation, Style and Originality. Now these finalists will be completing their outfits with a given budget and in a specific timeframe. Each of the finalists will showcase their collection at the Max Design Awards night to be held in Mumbai in December. At the Grand finale, the Jury members will select the top 3 winners of the program.
These 3 winners will be awarded a cash prize of INR 50000/- each, Internship with the three fashion designers – Masaba Gupta, Ashish Soni & Gaurav Gupta. They will also get an opportunity to intern with MAX & showcase a capsule collection at the ELLE Graduates show in December this year.
Speaking on the occasion Fashion Designer & the jury member Masaba Gupta quotes “It’s a great initiative by Max Fashions to do something of this manner. We all know that being a part of this industry is not an easy thing. Looking at these beautiful entries that we have got, I think it’s a great boost for students and for their confidence level. The kind of support they are getting being as mentors or financially, from Max is phenomenal.”
Fashion Designer & the jury member Gaurav Gupta – “I think there is a lot of young, budding talent in our country & Max Design awards provide a great opportunity for these young talents to be mentored by industry veterans.”
Fashion Designer & the jury member Ashish Soni – “Times could not be better for fashion students as they are now. Fashion as a industry was not perceived to have any impact of the social, economic landscape of India but the young designers are rapidly changing that and Max gives them a great platform to do that with this property.”
Kamakshi Kaul – Head Design, Max Fashion said “We are excited about the quality and freshness of designs emerging from the design colleges and want to tap into this resource. With new trends emerging every week there is so much the students can work with to express themselves and at MAX we want to tap this talent and groom them to be the fashion leaders of tomorrow.”
Marc Robinson – Project Head, Max Design Awards said “The Indian Fashion Industry is witnessing a surge of young new talented designers. New creative fashion design talent needs to be identified, nurtured and promoted. Max Design Awards Student Edition, will provide a credible and solid platform in propelling the winners of these awards into the fashion industry, and provide ample opportunity and placement, within fashion retail brands, design studios, or in creating their own label.”
Shekar CS. – President, Max Fashion said – “Max believes in democratizing fashion and making fashion available to a cross section of consumers. As a brand our endeavour has been to provide contemporary fashion at affordable prices. Design plays a significant role in ensuring our leadership in value fashion segment. Max Design Award is an initiative to provide design students a platform to showcase their talent. I am extremely delighted at the phenomenal response we have received from leading fashion institutes and their students who have welcomed this initiative and have participated wholeheartedly".
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 100 stores across 45 cities including Mumbai, Delhi/NCR, Bangalore, Chennai, Kolkata, Hyderabad, Pune, Bhopal, Ahmadabad, Indore, Kochi, Lucknow, Bhubaneswar, Jaipur, Udaipur, Jabalpur, Jammu, Kanpur, Nagpur, Raipur, Surat, Vadodara, Gangtok, Ranchi, Siliguri, Agra, Allahabad, Amritsar, Bareilly, Chandigarh, Dehradun, Varanasi, Calicut, Coimbatore, Hubli, Kannur, Madurai, Mangalore, Mysore, Pondicherry, Thrissur, Trichy, Trivandrum, Vizag & Vijayawada. The brand plans to have a network of 120 stores by the end of the financial year.
ELLE has been at the forefront of fashion in India since 1996 and ever since has looked for opportunities to support and promote the industry.
ELLE is the world’s largest selling fashion magazine. It’s an international brand, but each country brings a sensibility that resonates with the sophisticated, stylish and free- spirited young women who read it every month out ELLE India.