Max’s main shoppers are women. They wanted to create a campaign that went beyond advertising their fashion. They wanted a campaign that spoke to people on an emotional level, with the objective of retaining younger shoppers who shop else where when they grow up.

Our social experiment picked a real mother and daughter who always fought over fashion. We let them dress each other for a few days. They hated the styles they choose for each other. As the film goes on, the mother feels the daughter’s frustration, and comes to the realization that for them to bond she needs to giver her more freedom.

Our social experiment that went viral let a real mother and daughter dress each other for a few days. It helped the mum realize she should accept her daughter’s style. The film started a conversation about the influence mothers have over their daughters. It inspired one influencer to question the mini-me trend on social media, where mothers dress daughters to match their outfit. The fashion community picked up the conversation and it was becoming obvious daughters needed more freedom. We saw an opportunity. We auditioned mothers and daughters to take part in our fashion show for real people. Hundreds auditioned for the first fashion show to use real mothers and daughters on a catwalk. They all agreed to give daughters the freedom to choose their own outfits from our collection. It was the perfect stage for mums to let their little princesses grow up into their own fashion queens.