Ramadan doesn’t arrive until late February, but the retail countdown has already begun. This week, Max Fashion pushed its seasonal collection into stores across the Middle East, aiming to capture families early with a proposition that’s become increasingly popular in the region: coordinated outfits for every member of the household, from newborns to grandparents.
The Landmark Group brand is leading with two distinct aesthetic directions this year. Both revolve around the same core idea—getting the entire family dressed in complementary pieces that work together without looking overly uniform.
First comes what the retailer calls its spring-inspired story. Think daytime elegance built around fresh blue florals. Mothers and daughters get matching dresses featuring an elegant blue floral print on a semi-sheer base, lifted by crystal embellishments that catch the light without veering into evening territory. The men’s side of the equation takes a more structured approach—smart tailoring in harmonious blues and navies, crafted from poly-viscose suiting fabrics that bring a polished finish to family gatherings.
The coordination extends further than previous years. Fathers and sons appear in matching cuts and colourways, creating what Max describes as “the family matching moment” with deliberate sophistication rather than novelty.
Then there’s the evening collection, which shifts the palette entirely. Warm neutrals anchor the range, accented with soft whites and gentle metallic highlights that work under both natural daylight and the glow of iftar lanterns. Linen-blend fabrics form the foundation—breathable enough for the climate, elevated enough for the occasion. Delicate embellishments and subtle shine add festive layers without overwhelming the relaxed silhouettes.
Haroon Rasheed, Senior Head of Marketing at Landmark Group, framed the launch around ritual and preparation. “Ramadan is a season rooted in togetherness, reflection, and shared moments, and our role is to ensure families feel prepared to celebrate it with confidence and ease,” he explained. “This first look at our Ramadan family collection is designed to help customers begin their seasonal journey early, with collections that balance comfort, elegance, and coordination, while staying true to Max Fashion’s promise of accessible style for every family.”
That emphasis on starting early reflects a broader shift in Ramadan retail. Where collections once dropped mere days before the holy month, major players now launch weeks in advance, banking on shoppers who prefer to spread purchases across pay cycles and avoid last-minute rushes. Max’s late January launch gives families nearly a month to browse, plan, and coordinate before Ramadan begins.
The blue floral story demonstrates how the brand is trying to balance tradition with contemporary tastes. The semi-sheer fabric offers airiness suited to warmer climates, while the crystal embellishments nod to the festive spirit families expect during the season. It’s designed for daytime—school visits, afternoon gatherings, pre-iftar socialising—where elegance matters but formality would feel misplaced.
Meanwhile, the evening range leans into versatility. By anchoring the palette in neutrals rather than bold colours or heavy embroidery, Max has created pieces that transition seamlessly from afternoon family visits to evening celebrations. The linen-blend fabrication addresses a practical concern in Gulf climates: looking polished while staying comfortable through long gatherings. Metallic accents provide just enough festive lift without requiring a full wardrobe change between day and night.
What’s notable is the span. The collection genuinely covers every family member, including babies, which extends the coordinated aesthetic into territory that few value fashion retailers attempt. It’s a gamble on how far families want to take the matching concept—and whether parents see value in dressing infants in pieces that mirror their own outfits.
Max operates from a position of strength in the region. Since launching in the UAE in 2004, the brand has expanded to more than 750 stores across 20 countries, spanning the Middle East, North Africa, South East Asia, and India. It’s become the largest value fashion retailer in several of those markets, built on a model that emphasises aggressive pricing, clear merchandising, and private-label production across women’s, men’s, and children’s clothing, footwear, accessories, and homeware.
That scale allows Max to move quickly on seasonal collections and price them competitively—a crucial advantage when courting the mid-market segment during what remains the most important retail season in the regional calendar. Ramadan drives significant spending across apparel, and brands that capture early attention often maintain momentum through the month.
The Landmark Group connection provides additional heft. As one of the region’s largest retail conglomerates, Landmark brings supply chain muscle, distribution networks, and market intelligence that independent players struggle to match. That infrastructure lets Max roll out collections simultaneously across physical stores and its online portal, meeting shoppers wherever they prefer to browse.
For competitors, the early launch sets a marker. It signals Max’s intention to own the family coordination narrative this Ramadan, staking a claim before others flood the market with their own seasonal offerings. The question now is whether families respond to the breadth of the coordinated concept—or whether matching outfits for an entire household, babies included, proves a step too far.
The collection arrived in stores and online this week, giving Max several weeks to gauge initial response before Ramadan arrives. By then, the retailer will know whether its bet on togetherness—and matching blue florals—has paid off.