Max Fashion Project New: Kalki Koechlin Curates Craft-Led Festive Range
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Max Fashion's Project New festive collection, curated by actor Kalki Koechlin, pairs Sanganer block printing with artwork by Kairassi Foundation artists, with a second drop due in October 2026.
What Happened
Max Fashion launched Project New, an artist-led festive collection curated by actor and brand ambassador Kalki Koechlin, across India from September 2026. Announcements dated 13 to 16 September 2026 describe a range that combines Sanganer block printing from Rajasthan with original artwork by artists from the Kairassi Foundation in Chennai. The collection is sold in Max Fashion stores, on its website and on its app. A second drop is scheduled for October 2026.
Key Facts
- The first drop is called Sakura Baag. It joins Rajasthani hand block printing with Japanese floral motifs, including cherry blossoms and lotus medallions framed by Jaipuri block borders.
- The debut piece was hand-crafted by Sanganer artisans exclusively for Max Fashion, so the print is not available elsewhere. It was hand-carved, hand-coloured and hand-printed one layer at a time.
- The range spans fluid dresses, kalidar sets and fusion kurta sets in Indianwear, shirts and tees in menswear, and accessories.
- Kairassi Foundation, a Chennai-based organisation that supports artists with disabilities, worked on the second creative strand with three artists: Simron Raj, Pavithra and Manas.
- Their original paintings appear on dresses, a skirt, a scarf, a shirt and a tote bag. Max Fashion says the paintings are placed on the garments as created, and the artists are credited by name.
- Kalki Koechlin personally shortlisted the Kairassi Foundation and the three artists, and guided the exclusive Sanganer block print design. She leads the campaign line "How new is your new".
- Max Fashion says Project New is a continuing platform that plans to bring new artists, crafts and creative stories into fashion in future seasons.
Why It Matters
Project New tests whether a mass-market chain can build a festive range from art and hand craft instead of trend-led prints. Max Fashion says the aim is to move away from the usual idea of seasonal newness. The central challenge is scale: a process that depends on individual makers must be reproduced at retail volume across the country.
For readers following women's roles in Indian fashion, the project is an example of a creative director model. A woman performer and brand ambassador acted as curator, choosing partners and shaping a craft collaboration for a national retailer. This differs from a designer-founder building a label.
The model shows how women with public profiles can steer commercial choices at large retailers. That influence can reach artisan clusters and artists who rarely work with national brands. Koechlin said working with the Kairassi artists and Sanganer artisans had been humbling, and that every piece already had a story before it became a garment.
The Kairassi Foundation describes its work as providing vocational art opportunities, mentorship, materials and marketing support, to help artists turn original artwork into a sustainable income. A tie-up with a large retailer can give artists a market that studio sales rarely reach. Payments to artists and artisans have not been published, so the scale of that income is not yet known.
Sumit Chandna, CEO of Max Fashion, said Project New is the company's way of giving art a new canvas through fashion, while recognising artists and artisans as equal creative contributors. Sanganer, near Jaipur, is described by Max Fashion as home to some of India's finest hand block printing masters. Commissioning an exclusive pattern gives artisans design work rather than only production orders.
Impact
Short-term: Shoppers can buy the first drop, Sakura Baag, in stores, online and on the app from September 2026, with prices from Rs 599. The second drop follows in October 2026. Retail trade coverage notes that the rollout combines celebrity visibility, artisan-inspired prints and a low entry price to draw festive footfall. Sales results for the first drop have not been released.
Long-term: A single festive capsule can raise awareness, but a recurring programme with named creators can build steady demand for hand craft and for artists with disabilities, if it is sustained with transparent terms. Whether orders continue beyond one season is the real test for craft communities. The company has not given details on repeat commissions.
Who is affected: Sanganer block printing artisans in Rajasthan gain exclusive design work for a national retailer. Three Kairassi Foundation artists, Simron Raj, Pavithra and Manas, gain wide exposure and credit by name. Festive shoppers across India get craft-led styles from Rs 599. Analysts and trade watchers cited in retail coverage point to sell-through in the Rs 599 to Rs 999 band, replenishment of Sanganer-print styles and the share of first-time Max shoppers as measures to watch.
Key Takeaway
Max Fashion's Project New, curated by Kalki Koechlin, brings Sanganer block prints and Kairassi artists' work to stores across India from September 2026, with a second drop in October.
Questions and Answers
What is Max Fashion Project New?
Project New is an artist-led festive collection from Max Fashion, curated by Kalki Koechlin. It combines Sanganer block printing with original artwork by Kairassi Foundation artists and has been sold across India since September 2026.
How much does Project New cost?
Prices for Max Fashion's Project New start at Rs 599. The collection is sold in Max Fashion stores, on its website and on its app.
Who are the artists in Project New?
Three artists from the Chennai-based Kairassi Foundation, Simron Raj, Pavithra and Manas, have their original paintings on dresses, a skirt, a scarf, a shirt and a tote bag. They are credited by name.
When is the second drop of Project New?
The second drop of Project New is scheduled for October 2026. It is described as a warmer, earthier bohemian edit that follows the September palette.
Sourced and fact-checked by the Peepals Global Editorial Team
Reported, fact-checked and published by the Peepals Global Editorial Team.
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