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'Max Fashions' sounds like a stylish magazine editor in a Pixar movie but, as every woman in New Zealand knows, is the name of the country's iconic mid-market womenswear brand.
If I had to think of a label for Every Woman, it would be Max. People wear it to work - in fact, they got their job interview wearing it - and the wear it to Mum's groups and soccer practice; and they wear it to dinner and drinks. In short, it has something for everyone.
I reckon there is a piece by Max in every New Zealand woman's wardrobe or has been at some point in their life. But Max felt they needed "alterations and direction", hence, tonight's re-launch event releasing the new look to fashion media.
Max has a new CEO, Trisha Whiting; Buying Manager, Liz Mannell, and Creative & Marketing Director, Tracy Heaven. They've looked at both front and back of house; improving the fabric quality and fit of clothes, as well as the operations and marketing side.
The tiny dark nightclub space in Sphere Design Capsule in Cross Street in Newton, central Auckland was the venue for the big reveal. It was a massive show with 21 models; 7 in each of three sections with distinct hair - beautifully done by Servilles - and make-up for each.
Below: Fashion media in the front row watch the show with Everwild bubbles in hand.
The first of the three SS13 collections was a Spanish fiesta of lace and black with bright prints on red-lipped brunettes, called Hacienda. Next was a botanical bouquet of spring florals with flowers atop high hair buns, called In The Garden. Last up was a 50s Hitchcock-esque section called To Catch A Thief with lots of blondes styled as Grace Kelly.
Red jeans, a white shirt and a lace top enscapulate the flamenco flair of the Hacienda collection.
Below: Penny Pickard walks as the bride in the finale of To Catch A Thief.
Prices at Max are around $119 for tops, $159 for dresses, $179 for jackets, and $129 for pants. All the shoes, hats, and bags shown are also sold at the 36 Max stores as well as their online store, maxshop.com. Hacienda is available from 2nd July, In the Garden from 30 July, and To Catch a Thief from 27 August.
Also instore and online from 9th July is a new line called Tailored for Max; a fifteen-piece workwear collection priced at $99 for skirts and pants and $169 for jackets.
4 July 2012