Max Fashion India, the leading international value fashion brand, hosted their city finale for Max Fashion Icon 2014 in Mumbai today. The alluring fashion property launched by Max, revealed the top 15 contestants who battled it out at the City Finale for Max Fashion Icon.
The event ensued to be a high profile affair in the presence of the who’s who of Mumbai and the contestants were cheered on by enthusiastic guests at Hotel Novotel, Juhu. The high profile panel of judges included Mr. Vasanth Kumar – Executive Director-Max, Jatin Kampani – Ace Fashion and Bollywood photographer, Nandini Bhalla – Cosmopolitan Editor, Aparna Behl – Fashion Choreographer and Renowned Fashion Designers – Nishka Lulla and Nachiket Barve. The evening was graced by the gorgeous model, Nidhi Sunil.
The evening proved to be a complete fashion treat with outstanding poise and glamour as the contestants walked the ramp in style showcasing three different collections – ethnic and western wear for men and women. The western wear for women featured Max’s spring collection with a key underwater theme brought alive by waterscape prints, pearl embellishments and shaded effects. The men’s western wear round comprised re-interpreted military look and washed out pastel shades that are the key looks for the upcoming spring season along with fresh tropical inspired prints and patterns. The ethnic range for Max Fashion Icon showcased their fusion skirts in varied lengths and bold colours, tribal motifs and an eclectic mix of patterns.
The contestants were shortlisted from the hundreds of hopeful contenders who registered for the contest online and the auditions that took place in the city last week. The city finale winners now go through a series of grooming sessions and mentoring with top professionals in the respective fields to prepare them for the Grand Finale to be held on March 6th, 2014 in Delhi.
Commenting on the occasion, Vasanth Kumar, Executive Director, Max said, “Max being one of the biggest brands in the city synonymous with international fashion has a strong youth following. Our core brand value is to democratize fashion making it accessible to everyone. Keeping with this philosophy, we launched a platform aimed at unveiling young and aspiring fashionistas and provide them with an ultimate launch pad to be the country’s next fashion icon. It gives us immense pleasure to be known for not just a brand that facilitates fashion at great prices but also as a brand that builds great careers in fashion.”
Talking about Max Fashion Icon, Jatin Kampani – Ace Fashion and Bollywood photographer, said, “Max Fashion Icon promises a stepping stone to some of the most glamorous faces of Mumbai, catapulting them to the world of fame. We got a remarkable response from the auditions and the city has an immense talent pool to offer. Our search is for those young boys and girls who are passionate about fashion but add their own unique signature to their style. This is a great opportunity for young, aspiring talent to enter the business of Fashion and entertainment.”
Adding to this, Fashion Choreographer, Aparna Behl said, “The contestants have been going through a series of grooming sessions and I am proud to witness the transformation in each of them. I am confident that the winners of Max Fashion Icon will be able to soon carve a niche for themselves in the fashion world.”
Taking about the contestants, Renowned Fashion Designer, Nishka Lulla, said, “Mumbaikars have always been known for their high fashion quotient and I am extremely happy to be part of Max Fashion Icon this year. We had a very talented set of finalists who possessed the perfect mix of attitude and grace that one looks for in a fashion icon.”
The event was aimed at recognizing the raw talent in aspiring young men and women and grooming them into poised and confident models at par with their international counterparts.
The winners of the Max Fashion Icon 2014 will get a chance of a lifetime of being photographed by Ace Fashion and Bollywood photographer, Jatin Kampani for Max Fashion Calendar. They will also be featured in top magazines like Cosmopolitan, Harper’s Bazaar and Woman’s Health, receive gift hampers worth Rs. 1.25 lakhs, a complete Max wardrobe from their latest collection and the opportunity to be in the next Max season campaign.