Max Fashion rethinks self-labels to promote body positivity

India’s leading fashion conglomerate, Max Fashion, announces the launch of Max Urban, redefining self-expression for the country’s ever-growing youth market.

Their “Love Labels” brand campaign takes a bold, empowering and progressive approach to size and fit. Rather than continue to perpetuate traditional size labels, the campaign dispels with the notion entirely and redefines them as affirmations of body positivity and self-love.

The campaign film follows a narrative that celebrates the diverse and ever-evolving shapes and sizes of people, aiming to help customers find clothes that fit them perfectly. The traditional size abbreviations of “XS,” “S,” “M,” “L,” “XL,” and “2XL” have been beautifully reimagined as empowering labels like “Xtra Special,” “Stunning,” “Magical,” “Lit,” “Xtra Lit,” and “Xtra Xtra Lit.”

Sumit Chandna, president and deputy CEO of Max Urban, exclaims, “Size labels can be a source of self-confidence and positive self-image for many shoppers, especially youth. We have made efforts to offer a more inclusive range of sizes and to use language that is empowering. At Max Urban, our ‘Love Labels’ campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear.”

Max Urban’s collection, inspired by casual prints and tranquil patterns, will be available across the brand’s 500+ retail stores as well as their newly launched e-c0mmerce platform. Love Labels specifically will be available at select 50+ stores across major cities, including Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Chennai and more. The brand is committed to expanding the reach of Love Labels and plan to scale up the number of stores during the course of this year.