Max Fashion, one of India’s largest fashion retailers, has roped in actor Siddhant Chaturvedi as its first male brand ambassador as part of a strategic push to capture a larger share of India’s young, style-driven market.

The move aligns with the launch of its latest campaign, “How New Is Your New?”, highlighting the brand’s focus on fast, affordable fashion for a generation that prioritises self-expression and rapid trend adoption.

“This is more than a celebrity association—it’s a shift in how we position ourselves,” said Sumit Chandna, Deputy CEO of Max Fashion. “Siddhant embodies the creativity, confidence, and versatility of India’s youth. Our weekly refreshed collections allow consumers to reinvent their wardrobes as often as they like.”

The ₹5,000 crore retail chain is part of the Landmark Group and leverages its expansive presence—520+ stores in 210 cities and a growing e-commerce footprint—to deliver trend-led fashion at scale. Internationally, Landmark Group operates over 2,200 stores across 21 countries, with annual revenues exceeding $7 billion, and has slated over $1 billion in global expansion investments over the next three years.

India’s fast-fashion market, estimated at over $10 billion and projected to grow 15% annually, has become increasingly competitive as both homegrown players and global entrants vie for Gen-Z wallets. Digital-first brands such as Urbanic, Bewakoof, and The Souled Store are aggressively expanding online, while global incumbents like H&M, Zara, and Uniqlo deepen their metro city reach. Max’s strategy of frequent product drops and value pricing aims to preserve its leadership in this crowded space.

The choice of Chaturvedi also reflects a wider trend of brands using Bollywood stars to strengthen youth connect—such as Kartik Aaryan for Skechers, Suhana Khan for Adidas Originals, and Rashmika Mandanna for Crocs—showing how brands are using fresh talent to resonate with Gen-Z consumers.

Chaturvedi, known for his breakout roles and effortless style, said fashion must evolve with identity: “I’m different on set, in the gym, and with friends. Max understands that you shouldn’t chase fashion—it should keep up with you.”

With Kalki Koechlin and Alaya F continuing as faces of the brand, Chaturvedi’s addition signals Max’s intent to deepen cultural relevance while driving growth among younger shoppers.