Ryeoun, Shin Eun-soo and Lin Min Chen joined MAX&Co. in its Fall/Winter 2024 show in Hong Kong

Korean stars Ryeoun and Shin Eun-soo, along with Malaysian sensation and #legend100 Lin Min Chen, grace the #NoFakeSmiles event showcasing MAX&Co.’s vibrant Fall/Winter 2024 collection

On September 12, 2024, the vibrant city of Hong Kong hosted the much-anticipated MAX&Co. Fall/Winter 2024 fashion show at Dragon-i, a venue renowned for its pulsating energy and stylish atmosphere. This remarkable event, themed #NoFakeSmiles, celebrated the essence of individuality, drawing a star-studded crowd of celebrities and fashion influencers eager to showcase their unique styles.

Among the notable attendees were popular Korean stars and #legend cover Ryeoun and Shin Eun-soo, who delighted fans with their reunion at the event. Ryeoun made a striking entrance in a relaxed, casual chic outfit from the brand's exclusive BLABLABLA capsule collection. Her co-star, Shin Eun-soo, radiated youthful exuberance in a playful mini-skirt, expressing her excitement about her inaugural visit to Hong Kong.

Adding to the glamour was Malaysian actress and #legend100 Lin Min Chen, who turned heads in a stunning hot pink low-cut mini dress. Her choice perfectly encapsulated MAX&Co.'s philosophy of embracing bold colours and confidence. 

The show was a feast for the senses, with the venue adorned in MAX&Co.'s iconic red and enhanced by neon light installations. The playful BLABLABLA capsule collection, crafted in collaboration with Italian artist Pietro Terzini, took centre stage, blending vibrant hues with whimsical slogans. Guests were encouraged to engage with the brand's ethos at the #NoFakeSmiles photo booth, where they could create personalised neon signage, further emphasising the event's celebratory spirit.

The highlight of the evening was undoubtedly the fashion show, which unveiled 50 striking outfits that embodied the #NoFakeSmiles theme. MAX&Co. showcased its commitment to self-expression and individuality, encouraging attendees to embrace their true selves through fashion. The collection featured versatile pieces, including classic denim, tailored blazers, and retro-inspired designs from the 90s, such as pencil skirts and slip dresses, providing fresh styling inspiration for the upcoming season.

As the night unfolded, it became clear that this luxurious fashion brand had once again created a memorable experience that resonated with the label’s core values of creativity, individuality, and self-expression. The Fall/Winter 2024 collection not only captured the essence of contemporary fashion but also encouraged a celebration of personal style, leaving an indelible mark on the attendees and setting the tone for the season ahead.

Also see: The hottest trends at New York Fashion Week this September