Take it to the MAX
Article written and published in Eish! Magazine July 2007
Walking into a MAX Clothing Store is not just about purchasing a garment anymore; it is about enticing a unique experience. That is why Marketing Manager, Kita De Sussing, insists we say MAX Institute of Fashion Art. As the name states, it contains all the elements one needs to feel that they are having an ultimate fashion experience under one store. This institute is designed to take all the mystery out of the fashion industry and put the glamour back with much availability!
Besides accommodating retail clothing, MAX Institute of Fashion Art stocks designer clothing as well as a fully functional ramp equipped with state of the art lighting and sound which makes trying on clothes all the more exciting. Personally, I love it... which girl wouldn’t?! And since trying on clothes without the help and advice from your friends is basically unthinkable, MAX has catered for that aspect as well! A Lounge that includes the most comfortable couches is available for the advisors (aka friends) to sink into, while you strut your stuff on the catwalk in the soon to be purchased outfits.
So fashion isn’t only about the clothes, it is also about accessories and make-up, both of which can be obtainable at the MAX Institute of Fashion Art. To apply make-up like a pro, the store also holds weekly professional make-up courses provided by Nixon. Also provided in the store, is a photographic studio and a satellite modelling agency as well as a fashion cocktail bar and lounge that is open every night for refreshing cocktails.
“Basically, this is a place for anyone who loves fashion,” says Kita, “it is everything in fashion that is opened up.” This is just what South Africa needs and it is great that an institute like this has emerged in South Africa, especially Durban. It shows that Durban is in the front line of fashion, the cutting edge of all things new and exciting. The institute has an international feel to it which is all the more glamorous and alluring.
So walk in, into a Max Institute of Fashion Art Store, you will be greeted with the unique MAX scent which makes you want to linger that much longer.
“It is, after all, the place of the future.”
