Milan, September 2020 – MAX&Co. introduces its new seasonal AW20 campaign, amplifying the brand’s ethos and motto: MAX IT UP. More than just a slogan, MAX IT UP is a way of life. It’s a reminder to be bolder, braver and shine your brightest. It’s about self-expression and always living life to the MAX. This positivity, energy and self-confidence is captured in the bold new campaign. The MAX&Co. woman is serious about style, quality and craftsmanship but never takes herself too seriously. She has a playful approach to getting dressed. This buoyant, happy spirit takes center stage in the uplifting campaign which puts smiling center stage. Models laugh and grin, empowering slogans – MAX Up your smile, Smile to the MAX, All MAXed up with smiles – are peppered throughout and the iconic Dot bag is transformed into a smiley face. From the styling to the graphic layout and punchy pops of the signature brand color, red, the bold design reflects the MAX&Co. woman’s fearlessness and confidence.

For more information, visit the MAX&Co. boutique at the 2nd Avenue – The Avenues. Please call 2259 8073 or find their latest updates on Instagram by following Alyasra Fashion @alyasra.