Experiments with quirky cuts and expanding on extremely simple ideas define the MAX.TAN language. Maximizing on minimalistic ideas, this complex language results in details that are sometimes blown out of proportion. Much of the label's attention is paid to tailoring and draping while creating unexpected silhouettes and austere moods. The garments play with volume, modified shape and use, masculinity, femininity, oversizing, undersizing, deconstruction, reconstruction and transformation.
These factors form the underlying DNA of MAX.TAN. The label advocates an alternative and quiet fashion lifestyle.
MAX.TAN has been selected to be one of the finalists for “Who is on Next? Dubai”, a talent scouting project launched by Vogue Italia to showcase emerging fashion labels from the Middle East, Asia and Africa.
After graduating in 2006 at the top of his class in Fashion Design from the Nanyang Academy of Fine Arts, Tan went on to show his first collection at the Singapore Fashion Week in 2007 and was awarded the second runner-up position at the Singapore Fashion Designers Content.
The label made its debut with the full-fledged S/S 2010 “Pressed” collection at PARCO next NEXT, a fashion design incubator project jointly created by the Parco Singapore department store and the Textile & Fashion Federation (TaFf).
Today, max.tan is stocked in key retail outlets throughout Singapore, as well as making its first inroads in the international retail scene.
MAX.TAN was invited to showcase at Modefabriek in Amsterdam in 2010 and was the first Asian-based label ever to do so. The A/W 2010-11 collection, which debuted in Amsterdam, was subsequently featured by Vogue Paris online and went on to win second place at the China Fashion Creation Contest 2010.
His following S/S 2011 collection was picked up by Vogue Nippon and Surface Asia calls MAX.TAN one of the hottest new names to look out for in fashion.
MAX.TAN started selling to two stores in the Middle East in 2014, and is looking forward to the opportunity to connect with more stores to expose the label's avant-garde Asian-inspired designs to consumers in the region.
MAX.TAN will also be showcasing the Spring/Summer 2016 at the Digital Fashion Week 2016 in Singapore at the newly reopened Capitol Theatre, which is also the location for MAX.TAN’s first flagship store, launched earlier this year.
MAX WHAT IS THE FUTURE OF YOUR BRAND?
“I hope to raise more awareness for the brand in the next few years. Going digital seems like a good option since the studio is based in Singapore. On a short term outlook, we’ve been shortlisted for a incubator program headed by Singapore Fashion Week where it hopes to elevate the brand’s identity through its series of programs with CFDA”.
WHAT IS THE FUTURE OF THE ASIATIC FASHION DESIGNER?
"The race to conquer the western markets is just at the beginning but it is running fast. We are set to meet fashion organizations all over the world to let them better know our creativity. Let’s go west!!!"