MAX&Co. hosted an event at the MAX&Co. Store inside the Dubai Mall to unveil the “1-800 Gift Alert” capsule collection created in collaboration with Italian artist Pietro Terzini. This is the third time that MAX&Co. has joined forces with the multi-disciplinary Milan-based talent, renowned for his uplifting, insightful, witty word art.

Along with Terzini, creative minds, local fashion community and media gathered together in a setting that echoed the capsule’s festive and playful spirit, transforming the store into a space where the brand’s audience could come together and further connect with the brand’s values.

DJ Karrouhat infused the evening with an upbeat and celebratory energy that reflected the capsule’s playful mood and MAX&Co.’s bold mix-and-match attitude and commitment to making fashion joyful and fun to wear.

Rooted in Italian heritage and embraced by a global, cross-generational community, MAX&Co. champions a contemporary vision of self-expression.

In Dubai, this spirit resonated with a scene where fashion, music and art naturally intersect, strengthening its bond with the city’s creative landscape.

The event captured the rebellious “Enfant Terrible” energy, the innovative collaborations and daring design choices that signal a bold new chapter, one that pushes boundaries while remaining grounded in the values that have shaped it from the very beginning, now reimagined for the future.