INDEPENDENT NEWS

Max- Keeping New Zealand Beautiful Underneath.

Published: Thu 7 Oct 2004 11:55 AM
Max- Keeping New Zealand Beautiful Underneath.
MAX Body, New Zealand ’s first fashion store lingerie.
In the ongoing spirit of celebrating the independent New Zealand woman, MAX is proud to reveal MAX Body, the first range of fashion lingerie by a New Zealand fashion retailer.
With a stellar reputation as a fashion brand across the country, MAX has taken that commitment one step further by creating MAX Body to ensure woman look as fashionable underneath as they do on the outside.
Managing Director, David Wright believes the bland, colourless items offered in most lingerie departments do nothing for a woman who wants to embrace a fashionable life.
“It’s an awakening to the fact that your undies drawer should be as big a fashion statement as your wardrobe.
Why shouldn’t you be able to reflect your personal fashion style through your underwear? It’s not about matching outerwear and underwear, it’s about connecting the two.”
Wright says the range also reflects the MAX philosophy of capturing the independent spirit of the New Zealand woman.
“We know our customers want fashion and function. At the moment, most lingerie is 90% function and ten per cent fashion, MAX Body reverses that trend. Fashion able lingerie is as essential as a great pair of jeans or the latest pair of heels and we know our customers want that.”
MAX Body is on sale now at all 34 MAX stores nationwide.
PRODUCT DETAIL
The range has five stories in the initial launch with two additional sets in store for Christmas.
The theme is unashamedly feminine. The French stripe bra & brief set are designed to be worn and seen with this summer's brightest fashions.
The embroidered mesh collection has a vintage feel about it to capture the mood of the season.
Every girl needs a little lace and MAX body has a two tone lace story in pink and blue that is nothing but gorgeous!
And to round out the first collection there is a sheer & sexy black and white polka dot set of bra and knickers for an unstoppable lingerie wardrobe.
Retail prices start at $19.95 for the g-strings, $24.95 for briefs, $39.95 for camisoles and bras at $39.95.

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