MAX, claimed to be the largest value fashion brand in the region, showcased its spring 2016 collection at a spectacular fashion show held in Jeddah on Jan. 25.

The event included a fashion show, and several activities, including an accessories booth, live LED screens capturing the audience, live event footage streamed to the Middle East region for Max customers, media and partners, a photo wall with customized polaroids and a caricaturist who drew attendees.

Mohammad Assaf, who has collaborated with Max for the Fashion for Real People campaign launched in November, was present.

Since its launch in November last year, the campaign is reported to have received tremendous success.

Ramanathan Hariharan, CEO of MAX, stated: “The Fashion For Real People campaign recognizes true comfortable fashion, not solely dictated by glamour pages or catwalks, but fashion that allows our customers unique individuality in the style choices they make. In essence, the campaign recognizes individuality in fashion that makes one feel comfortable.”

He added: “In our latest campaign, our consumers are families, young adults, boys and girls who shop at Max because it feels real to them.”

Assaf said: “It is an absolute honor for me to collaborate on such a campaign with Max. The campaign’s ethos resonates with my personal values and beliefs.”

The spring collection was designed to reflect this sense of individuality. Trends woven into the collection blend understated elegance with a touch of modern style.

For men, preppy resort wear is the new nautical for spring 2016. This trend focuses on resort styling with sailor stripes and color pop updating this classic trend.

Monochrome sportswear continues to have the biggest influence on the season with proportion play, oversized fits, longer hemlines and Bauhaus typography.

Max Fashion loyalists may support the new campaign by using the hashtag #BeReal across social media platforms.