On Friday, MAX will present its 28th annual fashion show -- a benefit for Children's Hospital. Although the event is sold out, Scott Seale, MAX's CEO, spent a few minutes with us to talk about MAX and the upcoming fashion show.
Westword: How did you get into the fashion business?
Scott Seale: I've been obsessed with fashion as long as I can remember, but my main background is in business administration. Max and I met in 1985, and I came to the company several years later, when he wanted to take it to the next level. We worked to eliminate debt, reorganize the business, and we have since expanded in Boulder, opened a location in Aspen and an outlet in Denver, and in 2010, we purchased our building in Cherry Creek North.
Give us a little history regarding MAX Clothing and your role. In 1985, Max Martinez founded the first MAX location in Larimer Square. He has dedicated himself to carefully editing ready-to-wear collections from all over the world and to making women look and feel beautiful. I'm the CEO. I manage the business side, guide the company, make financial decisions and secure distribution.
Who are some of the designers that we can find at MAX?
We are known for high-end collections such as Bottega Veneta, Céline, Chloé, Dries Van Noten, Lanvin and St. Laurent, but we represent over seventy collections, including several contemporary designers. We offer something for everyone at all price points. And we have a great outlet!
Friday will be the 28th MAX Fashion Show, with proceeds to benefit research at Children's Hospital. How did this partnership begin?
In 2004, our niece Brooke was born with a serious heart condition. Four days later, she underwent surgery at Children's. It was a very traumatic time, but Children's saved her life. Today she is a perfectly healthy, happy kid.
How does MAX benefit from partnering with Children's Hospital?
We benefit greatly from giving back to Children's, not only for what they did for Brooke, but for the countless children who have been treated at Children's Colorado. We have had a number of clients with personal experiences at Children's, and it has been a very rewarding partnership for all of us. This year, the show helps to fund research so advances in medicine can help other children in need of care. What can a person expect when they attend a MAX Fashion Show?
Twenty-eight years ago, Max had an idea to bring the international-runway concept to Colorado -- a show you might see in Milan, Paris or New York. John Chamie' and I started doing the music, and now the MAX Fashion Show is the longest-running fashion event in Colorado. We do a chic, clean runway show; our staff styles the models, and Charlie Price and Steve Trujillo do beautiful makeup and hair. It's the best of the best.
The past two years, we brought Diane von Furstenberg and Maria Cornejo to present their collections in person, and this year we are excited to do a multi-brand presentation.
Who is your favorite designer, and why?
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There are many -- and I have the closet to prove it! Ann Demeulemeester is a great Belgian designer whose collections I love because she always takes me back to '80s punk days, which, on a style level, is where I really want to be. Max Fashion Show 2013 will take place on November 8 at Mile High Station. This year the show will feature designs from the Spring 2014 collections of Alexander McQueen, Céline, Chlolé, Lanvin, Missoni, Narcisco Rodriguez, Nina Ricci, Rick Owens, Saint Laurent, Victoria Beckham and Rask Jewelry. All proceeds benefit research at Children's Hospital Colorado. Tickets for this event are sold out.