Fashion is dictated to us by the glamour world. It makes us feel we should look a certain way if we want to be fashionable. This is particularly true in Dubai, a city fast becoming the luxury capital of the world. So, we decided to democratize fashion with Max, a popular fashion brand in the Middle East, by telling people fashion is what makes you feel comfortable.

We launched the message through a social experiment. We took a real woman and put her in the fashion world. But little did she know, she would have to wear the outfit in the real world. The experiment made the point that fashion is what makes you feel comfortable.

Our print ads avoided stylized fashion shots and captured nothing but the beauty of reality.

We used an app to give people a tool to express their opinion and make a fashion statement by creating their own magazine cover.

The campaign even got the endorsement of popular Arabic singer Mohammed Assaf. Mohammed starred in our TVC to prove even celebrities are real people when they’re not on stage.

- 9.5 million views on social media.

- 33.5 million users reached on social media

- 23.2 million social media impressions

- $1million worth of media coverage

- Sales grew 5% in 2 months

- Subscriptions to loyalty program increased by 40%