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About Max Tan
Max Tan is a progressive fashion label based in Singapore, celebrated for its avant-garde silhouettes, fluid tailoring, and unconventional draping. The brand explores form, proportion, and quiet confidence through every collection. To support the international presentation of new seasonal lines, Max Tan partnered with Metrix to create elevated campaign assets and lookbooks that matched the artistry of the garments.
Challenges
Max Tan’s aesthetic was already well-established within the niche fashion world, but translating that vision consistently across marketing materials required refinement. Key challenges included:
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Campaign Consistency – Seasonal assets lacked cohesion across platforms and regions.
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Lookbook Clarity – Past lookbooks struggled to balance creativity with clear merchandising, making it difficult for buyers and press to navigate collections.
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High-End Visual Execution – The brand needed assets that maintained its minimal, conceptual tone while still offering commercial usability.
Approach
Metrix worked with Max Tan’s creative team to art-direct and build asset systems that respected the brand’s ethos while improving clarity and consistency for wholesale partners, media, and customers alike.
Strategy & Execution
Our focus was to elevate presentation and deliver creative that carried both mood and function:
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Campaign Asset Suite – Delivered a complete package of campaign visuals including digital ads, homepage visuals, and editorial-ready cutdowns.
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Lookbook Design – Created both digital and print-ready lookbooks with an editorial layout system — balancing whitespace, garment details, and designer narrative.
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Template Creation – Developed replicable frameworks so future collections could maintain consistency without creative compromise.
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Typography & Layout Refinement – Introduced a clean typographic hierarchy to support storytelling while keeping visuals dominant.
Outcomes
Max Tan’s seasonal releases now launch with professional-grade visual assets that enhance the brand’s global reputation and streamline collection presentations. Buyers, press, and consumers all experience a clearer, more cohesive brand journey — without diluting the label’s avant-garde identity.
Key Results
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Full seasonal lookbooks produced
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Campaign-ready assets delivered across multiple formats
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Increase in collection engagement
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