The brand also plays the role of a facilitator by enabling the dreams of aspiring models and fashion designers. It is associated with Elite Model Look in India, a prestigious model hunt. It also owns a few fashion properties which includes Max Fashion Icon and Max Design Awards. Staying true to the role of being an enabler of dreams, Max Design Awards is a unique fashion designing competition, which allows students to set their creativity ablaze and reach out to the fashion world with ground-breaking designs. An opportunity to wow the biggest names in the glamorous fashion industry, it is open to final year fashion designing students all over India. The second edition of the programme that started in January witnessed more than 200 entries, with students submitting their designs based on the theme Heritage Revisited. Top 15 finalists were shortlisted by an esteemed panel of jury which included fashion designers Monisha Jaising, Rahul Mishra, Troy Costa and Nikhil Thampi, along with Vasanth Kumar (Executive Director, Max Fashion), Kamakshi Kaul (AVP Design) and Marc Robinson (Project Head). The grand finale happened in Sophia College, where the shortlisted designers showcased their designs — Pret & Couture — as they battled for the top spot.
The winner, Rajesh Nichani (FAD International, Pune) won a cash prize of `70,000 and got the opportunity to work with the brand’s design team. He also received a three-week summer programme with Istituto Marangoni at Milan Campus. Runner-ups Tushar Kumar Jha (NIFT, Mumbai) and Krashagi Saini (NIFT, Delhi) won a cash prize of `60,000 and `50,000. respectively, and also received an opportunity of doing a three-month internship with one of the jury members.
For Ramp Appeal, Ann Thomas (NIFT, Mumbai) won a cash prize of `15,000. All of them experienced a once-in-a-lifetime photo shoot with Elle India with their winning collection.