From ‘Xtra Special’ to ‘Xtra Lit,’ Max rethinks traditional size labels with ‘Max Urban’

Delhi: India's fashion conglomerate, Max Fashion has announced the launch of Max Urban. Designed for the country's youth market, the brand aims to redefine style, self-expression, and the shopping experience for a youth market.

The "Love Labels" brand campaign from Max Urban deals with size and fit. Rather than perpetuating traditional size labels, the campaign aims to dispense with the concept entirely, redefining them as affirmations of self-love and body positivity. 

The campaign film follows a narrative that aims to celebrate the diverse and ever-changing shapes and sizes of people. The brand aims to help customers find clothes that fit them perfectly, creating a unique shopping experience that uplifts and empowers. The traditional size abbreviations of "XS," "S," "M," "L," "XL," and "2XL" have been reimagined as inspiring labels like "Xtra Special," "Stunning," "Magical," "Lit," "Xtra Lit," and "Xtra Xtra Lit." 

Sumit Chandna, President and Deputy CEO of Max Urban, exclaimed, “Size labels can be a source of self-confidence and positive self-image for many shoppers, especially youth. We have made efforts to offer a more inclusive range of sizes and to use language that is empowering. At Max Urban, our 'Love Labels' campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear.”