Max Fashion has launched Max Project New, a purpose-led initiative built around a simple question: “What if new wasn’t something you bought off a rack, but something no one else could ever own?” The pan-India rollout begins in September, spanning stores, online, and the Max Fashion app.

The debut edition is an exclusive festive collection curated by actress Kalki Koechlin, rooted in the heritage craft of Sanganer block printing from Rajasthan and shaped by the artistic contributions of specially-abled artists from Chennai’s Kairassi Foundation. The initiative aims to give these creative voices a new platform through fashion, positioning artists and artisans as equal contributors to the design process rather than background inspiration.

Sumit Chandna, CEO, Max Fashion, said fashion has always been a form of storytelling and impact for the brand, adding that collaborating with Kalki brought fresh energy to that idea – with Max Project New conceived as a way to give art a new canvas through fashion.

The collection unfolds in two parts: a painterly, garden-fresh palette launching in September, followed by a warmer, earthier bohemian edit in October, running through the festive season. Beyond this debut, Max Fashion has confirmed that Max Project New will continue as an ongoing platform, spotlighting new artists, crafts, and stories each season.

The initiative signals Max Fashion’s push to blend commercial fashion with cultural preservation and social inclusion – using celebrity curation to bring craft heritage and underrepresented artistic voices into the mainstream retail conversation.