Mumbai: Max Fashion has announced a landmark move by appointing actor and cultural trendsetter Siddhant Chaturvedi as its first-ever male brand ambassador. The announcement comes with the launch of the brand’s bold new campaign, “How New Is Your New?”, fronted by Siddhant.
Known for his effortless style and deep resonance with a generation that values individuality and cultural edge, Siddhant embodies the energy and spirit Max aims to capture. The collaboration marks not just a campaign but a statement of intent, reinforcing Max’s commitment to bringing fresh fashion inspiration every week and keeping pace with rapidly evolving trends and personal style transformations.
With this move, Max expands its ambassador lineup, which already includes Kalki Koechlin and Alaya F. The trio reflects the layered, dynamic, and scroll-savvy identity of modern India: Kalki brings individuality and depth, Alaya represents the fearless energy of Gen Z, and Siddhant adds a youthful edge and ease. Together, they mirror a generation that effortlessly transitions between tradition and trend, everyday life and red carpets.
Highlighting the campaign’s intent, Siddhant Chaturvedi said, “Style today is about evolution, I’m not the same guy on set, at the gym, or hanging out with friends. ‘How New Is Your New?’ makes you think about that shift, and Max captures it perfectly with collections that keep up with you, not the other way around. Fashion now is like your feed, it keeps evolving and Max has that scroll factor, with something new for every version of you.”
The latest collection spans on-trend athleisure to weekend wear, designed to make everyday dressing an act of self-expression.
Commenting on the partnership, Sumit Chandna, Deputy CEO of Max Fashion, said, “Our partnership with Siddhant is a natural fit. He represents a confident, creative, and forward-moving India, the same qualities we celebrate in our customers. ‘How New Is Your New?’ is our way of giving them the freedom to reinvent their look as often as they want, with fresh styles curated specially for them every week.”
Max Fashion’s new chapter signals a younger, sharper brand identity that mirrors the evolution of its customers. By embracing this refreshed vision, the brand reiterates its role as one of the most accessible and relatable fashion destinations in India.
