MAX&Co. takes over London to celebrate the launch of The Vision Ahead: a new creative direction rooted in authenticity, individuality, and real life
All the highlights from the London lineup celebrating the launch of the new FW26 campaign.
MAX&Co. chose London to reveal its Autumn/Winter 2026 collection and new creative direction, The Vision Ahead. Anchored by the mantra "Keep it cool", the brand redefines fashion as a celebration of authenticity, individuality and real life, led by a campaign starring its Everyday Heroes.
To mark the launch, the brand staged a full city domination: from the windows of Harrods to wild posting across London, culminating in a packed schedule on September 17th to kick off London Fashion Week. The day unfolded across three main chapters: a morning panel at 180 The Strand featuring Caroline Issa and Edward Buchanan, an afternoon in-store event, The Sound Of MAX&Co., at Regent Street with the campaign talents and an exclusive after-party at 77LONDON with a special DJ set by Paloma Le Friant. Adding an unexpected twist to the day, a collaboration with the Alley Cats pizzeria surprised guests with custom MAX&Co. pizza boxes.
Keep it cool!