Max Tan

Liberate

Max Tan is a fashion design graduate from Nanyang Academy of Fine Arts. Using the momentum gained from being a finalist in a local competition, Max, and his friend, Dawn Wong moved on to set up his eponymous label MAX.TAN. The label then moved on to become the first Asia-based label to debut at the prestigious Modefabriek show in Amsterdam in 2010 and was featured in Vogue Paris online.

This campaign consists of an exhibition and a mini party. It is designed to counter the pertinent issue of lack of brand awareness, as well as correct misconceptions that current and potential consumers might have towards the brand. The reasoning behind a party is to draw in potential and perhaps younger creative crowds. The event is then to educate on the label’s designs and bring about awareness to his brand. This campaign shall increase consumers’ understanding towards the label and increase their knowledge of the label’s philosophy and concepts.

We hope to be able to build an emotional connection between the label and his target customers, thus allowing the label to focus more on relationship building instead of being a profit-driven business. Hence to counter the current issues that the label is facing, our group has decided to hold an art exhibition, in hope to drive curiosity to its current market and raise awareness to its potential market. The exhibition will be coupled with a mini party, to attract attention from existing and potential customers.