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Max Celebrates Individuality in its New Campaign: ‘Fashion for Real People’

Max teams with Arab Idol season two winners Mohammed Assaf, to inspire people to stay true to themselves in the latest ‘fashion for real people’ campaign. 
Max, the largest value fashion brand in the region announced the launch of its new brand campaign ‘Fashion for Real People,’ an authentic new brand communication platform that values human authenticity and encourages people to embrace their own unique style. By treating fashion as an extension of one’s personality and motivating people to dress for their comfort, Max aims to be the catalyst that inspires consumers to honor their truth. 
For the new campaign, Max also announced an exciting collaboration with Mohammed Assaf, well known for being the winner of the second season of Arab Idol, broadcasted by the MBC network. 
Mohammed Assaf added: “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. I truly look forward to this association.” 
Assaf’s humble beginnings and ‘down to earth’ characteristics blend seamlessly into the essence of the campaign. By showcasing Assaf as a real person, instead of a celebrity, Max has created a celebrity campaign that emotionally connects to the real people.  Assaf has been handpicked for this unique arrangement not only for his accomplishments, but also as a strong role model and inspiration for young people in the region.
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