Ways that we can be together again has become a pandemic preoccupation in the new age of social distancing. Fitting then that Max Fashion’s latest campaign explores Individual Togetherness with the empowering hashtag #uniqueandunited.

The casting of the campaign represents the unique cultural mix and diverse personalities in the region and celebrates the beauty that comes self-expression.

According to Haroon Rasheed, Senior Marketing Head at Max, “Our new campaign is inspired by our diverse woman customer. In our initiative to embrace today’s empowered consumer choices.”

Haroon adds, “Fashion is constantly evolving and today we see there are no boundaries in personal style. We want to encourage women to express themselves in their own style, and to remind them that fashion bridges diversity, while giving us a greater sense of community and belonging.”

Eschewing a cookie-cutter image, each of the talents in the campaign proudly shows her vibe with her tribe.

At the same time, each explores what it is that makes her unique – which has become paramount in an era of isolation.

And while retail takes steps towards the new normal, Max Fashion has optimised its online offering, so we can have options to shop while staying within our own comfort zones.

Show us your vibe and tribe on Instagram with the hashtag #uniqueandunited

Shop now on maxfashion.com