Max Fashion has launched its Festive 2026 collection under ‘Max Project New,’ its platform for design-led, story-first collaborations. The collection combines two distinct creative threads: traditional Indian block-printing craft and original artwork by artists with disabilities.
Actress Kalki Koechlin fronts the collection as brand ambassador and creative collaborator. “Fashion has always been my way of saying something without saying it outright, and this collection let me do that on a much bigger scale,” she said. “Both the drops in this collection, in their own way, are about looking at festive dressing differently. That felt worth being part of.”
Sakura Baag: Rajasthani Block Print Meets Japanese Florals
The collection’s first drop, rooted in Sanganer, Rajasthan, fuses hand block printing with Japanese floral motifs. Cherry blossoms, lotus medallions framed by Jaipuri block borders, and kumodori cloud textures appear alongside geometric patterns and gold accents. The debut piece was hand-crafted by Sanganer artisans exclusively for Max Fashion.
The color palette includes powder pink, blush sakura, ivory, off-white, sage and pista green, with lavender and coral as accents. Silhouettes include fluid dresses, kurta sets and kalidar styles, made from viscose blends, Chanderi blends, and cotton dobby and flex fabrics. Design details include contrast piping, fabric buttons, potli accents, coordinated dupattas, and zari, mirror and bead work.
A Second Drop Built on Original Art
Running alongside Sakura Baag is a collection developed in partnership with the Kairassi Foundation, a Chennai-based organization supporting artists with disabilities. Three artists — Simron Raj, Pavithra and Manas — had their original artwork translated onto dresses, a skirt, a scarf, a shirt and a tote bag.
Sumit Chandna, CEO of Max Fashion, said: “Every festive season, we ask ourselves how to make the collection feel new, not just in design but in what it stands for. This year, that answer came from craft and creativity working together, from Sanganer’s artisans to the artists we found through Kairassi. Project New is our way of building festive fashion that people actually connect with.”
Availability and Pricing
The Festive 2026 collection rolls out pan-India from September across Max Fashion stores, its website and app, with a second drop following in October. Prices start at Rs 599 for menswear shirts and t-shirts, Rs 899 for womenswear dresses, skirts and shirts, and Rs 999 for Indian wear including fusion dresses, fusion blazers, culottes and kurta sets, going up to Rs 1,999 across the range.
Founded in the Middle East in 2004, Max Fashion now operates in more than 20 countries with over 900 stores, including in the UAE, Saudi Arabia, Egypt, India and Indonesia. The brand entered India in 2006 and is marking 20 years in the country this year, with 530+ stores across 220+ cities covering more than 5.8 million square feet of retail space. Max Fashion reports over 1 million daily customer interactions and sells more than 130 million garments annually across men’s, women’s and kids’ categories.
