Every festive season, Indian retailers roll out fresh prints and colourways, but Max fashion decided to flip the script this September. Rather than offering a fleeting trend, the brand introduced Project New an artist-led initiative that places genuine creators at the centre of every stitch. Launched across stores, the Max app and online platforms, the programme promises that the next “new” you wear will be a story you can truly own – one that no other shopper can duplicate.
Artist partnership drives the heart of Project New
The first chapter of the project was built in partnership with the Kairassi Foundation from Chennai, an organisation dedicated to empowering differently-abled painters. Three of its talents – Simron Raj, Pavithra and Manas – saw their original canvases transferred directly onto garments, scarves and totes. There is no reinterpretation; the paintings appear on the fabric exactly as the artists created them, turning each piece into a wearable artwork. Kalki Koechlin, who serves as Max’s brand ambassador, hand-picked the artists and oversaw the translation process, ensuring that every brushstroke retained its authenticity.
Rajasthani block-print heritage meets Japanese sakura
Parallel to the visual art component, Max turned to the historic block-printing village of Sanganer in Rajasthan. Skilled artisans were commissioned to carve a brand-new block-print pattern inspired by the fleeting beauty of Japanese cherry blossoms. The design was cut, coloured and printed by hand, layer after layer, before being reproduced for national distribution. This exclusive motif fuses the delicate elegance of sakura with the earthy robustness of traditional Indian block printing, offering customers a tangible link to two distant craft traditions.
The collection: garments, price range, and Kalki’s creative direction
Project New’s debut assortment spans fluid dresses, kalidar sets, fusion kurtas, crisp shirts, casual tees and a curated accessories line of scarves, totes and clutches. Prices sit between ₹599 and ₹1,999, making the art-driven pieces accessible while still honouring the craftsmanship involved. The campaign, fronted by Kalki, bears the tagline “Our New Just Got Newer,” reinforcing the idea that genuine creativity, not seasonal hype, defines true novelty. Kalki herself described the experience as “humbling,” noting that each item already carried a story before becoming a garment, and that Max’s role was simply to amplify that narrative.
Beyond the launch: a platform for continuous storytelling
Project New is designed as an ongoing platform rather than a one-off release. After the September garden-fresh palette, a second, earthier edit arrived in October, and Max has confirmed that future chapters will introduce new artists, new crafts and fresh narratives each season. By turning the design studio into a collaborative workshop, the brand aims to embed purpose into its core, proving that fashion can be both commercially viable and socially impactful. As Max’s CEO Sumit Chandna put it, the most exciting thing fashion can offer isn’t a trend – it’s a story that belongs to a real person.
