Interview with Kelly Holmes: the Evolution of Native Max Magazine
By ALEXIA
Kelly Holmes, a Mnicoujou Lakota from the Cheyenne River Reservation in South Dakota, has dedicated her career to strengthening connections to culture and identity – she is a trailblazer in the realms of business, fashion, and media. As the founder and President of Native Max New Media, an award-winning global multi-media brand, Kelly has created a constellation of platforms that showcase Indigenous talent across print, digital, web, mobile, video, events, e-commerce and partnerships. Additionally, Kelly also serves as the editor-in-chief of Native Max Magazine, a glossy publication highlighting the fashion, culture and lifestyle of Indigenous and First Nations people. After nearly 12 years of creating and producing content, Native Max Magazine remains one of the most relevant and recognizable Indigenous brands in the U.S. and Canada.
Photo by Karalyn Radford
Native Max is a pioneering digital media company dedicated to inspiring, entertaining and celebrating Indigenous people through the power of positive storytelling across a diverse array of platforms. This groundbreaking publication transcends the traditional boundaries of a magazine, embodying a movement that amplifies Indigenous voices and showcases the richness of their cultures. By leveraging the latest in digital technology, Native Max delivers compelling content that resonates with audiences worldwide, fostering a deep understanding and appreciation of Indigenous heritage and contemporary experiences.
Through its innovative approach, Native Max not only informs and entertains but also empowers and uplifts Indigenous communities, making it a beacon of cultural pride and representation in the media world. When we asked the founder, Kelly Holmes, what mission she hopes to accomplish with her brand, she answered, “It all began with a single magazine.” Kelly envisioned a platform that celebrated positive Indigenous stories and people in a creative and inspiring way. Native Max Magazine launched in 2012 as the nation’s first publication dedicated to Native fashion. Since then, it has evolved into a dynamic digital company with a broad constellation of offerings, including print and digital media, signature events, strategic partnerships, unique product extensions, and engaging content. Through this expansive growth, Native Max continues to shine a spotlight on Indigenous excellence and creativity, fostering a deeper connection to culture and identity.
Photo by Karalyn Radford
Kelly’s deepest motivation stems from a profound desire to uplift and empower Indigenous communities. “As a Mnicoujou Lakota from the Cheyenne River Reservation, I have witnessed both the incredible strength and resilience of our people and the significant challenges we face. Through Native Max New Media and Native Max Magazine, my mission is to celebrate our rich cultures and stories, showcasing the immense talent and diversity within our communities,” she tells us. “Each day, I am driven by a vision of a future where Indigenous voices are heard and respected on a global scale. I strive to create platforms that not only highlight our traditions and creativity but also inspire the next generation to embrace their heritage with pride. Witnessing the impact of our work–how it resonates with readers and empowers them to connect with their identity– fuels my passion and commitment. Ultimately, my motivation comes from a profound belief in the power of storytelling to foster understanding, pride, and positive change for Indigenous people everywhere.”
Photo by Karalyn Radford
“I contribute to my community by creating platforms that amplify Indigenous voices and showcase our rich cultures and talents. Through Native Max New Media and Native Max Magazine, I provide a space for Indigenous artists, entrepreneurs, and creators to share their stories and achievements with a broader audience. By doing so, I aim to foster pride in our heritage and inspire others to pursue their passions and dreams,” shares Kelly.
“Beyond media, I actively engage in initiatives and programs that support economic development and sustainability within Indigenous communities. For instance, the Regional Accelerator for Innovative & Sustainable Ecosystems (RAISE) program and Creatives Indigenous Accelerator are designed to empower Native-led businesses and startups, providing them with the resources and mentorship they need to succeed. I also believe in the power of education and mentorship. I regularly participate in speaking engagements, workshops, and panels to share my experiences and insights with young Indigenous people, encouraging them to embrace their cultural identity and pursue their aspirations. By investing in the next generation, I hope to contribute to a future where Indigenous communities are thriving and self-sufficient, with strong leaders who continue to uplift and empower our people.”
When we asked her latest project, Kelly gave insight that her current projects consist of completing the remaining issues for the year, as well as several fashion shows and events scheduled for the summer and fall seasons across the country. Kelly also noted that the organization is planning for their anniversary event which will take place in September. In terms of dream collaborations, Kelly lays it all out for us: “My dream collaboration would be a multi-faceted project that brings together Indigenous artists, designers, entrepreneurs, and thought leaders from around the world to create a global platform celebrating our diverse cultures and talents. I envision a collaborative initiative that combines fashion, media, technology, and sustainability to showcase the innovation and creativity within our communities.
Photo by Karalyn Radford
This project would include a series of multimedia campaigns, immersive experiences, and live events that highlight the work of Indigenous creators and foster cross-cultural exchanges. Imagine a fashion line co-designed by Indigenous designers from different regions, a documentary series that tells the stories of Indigenous entrepreneurs breaking new ground in various industries, and a tech-driven platform that connects and supports our community's creatives.”
One project Kelly is particularly proud of is the launch of The Native Fashion Show in Santa Fe, New Mexico. “It's more than just a showcase of Indigenous designers—it's a celebration of our culture, resilience, and creativity. This event has provided a platform for Indigenous designers to present their work to a wider audience, helping to break down stereotypes and challenge the mainstream fashion narrative. Also, Santa Fe is becoming a hub for Native fashion, so to be able to successfully host a fashion show there is amazing.” She continues, “The Native Fashion Show reflects my values of empowerment, representation, and community. By giving Indigenous designers the recognition they deserve, we're not only preserving our traditions but also pushing the boundaries of what Indigenous fashion can be. This initiative embodies my vision for a future where Indigenous people are not just participants but leaders in shaping industries and telling our own stories.”
As an Indigenous female entrepreneur in business, fashion, and media industries, it is inevitable that the role comes with challenges. When asked what challenges she faces, Kelly said “I've faced numerous challenges, from the underrepresentation of Native voices in mainstream media and fashion to the persistent stereotypes that often define how Indigenous people are portrayed. In business, the lack of access to resources and networks that many non-Native entrepreneurs take for granted has been another hurdle.” However, she also mentioned that these challenges have fueled her determination to create spaces where Indigenous stories, culture, and creativity are celebrated on our own terms. “I've navigated these challenges by staying true to my values and relying on the strength of my community. Collaboration has been key—whether it's working with other Native entrepreneurs, forming strategic partnerships, or mentoring young talent. Each step has been about building bridges, not just for myself but for others in our community to cross.”
Photo by Karalyn Radford
Looking ahead, Kelly’s goals for the future of her businesses include expanding the reach of Native Max Magazine and the multimedia company to ensure that Indigenous voices continue to have a global platform. “I want to further diversify our content, explore new forms of storytelling, and leverage emerging technologies to amplify our impact.” She hopes to inspire the next generation of Indigenous entrepreneurs by “showing them that our stories, our culture, and our perspectives have immense value. Through my work, I want to demonstrate that success is possible without compromising our identity or values. By continuing to uplift Indigenous creatives and entrepreneurs, I aim to inspire and encourage others to pursue their passions and build businesses that honor their heritage.”
In the near future, fans and followers of Native Max Magazine and Native Max New Media can expect an even richer and more diverse experience from Native Max. As they continue to expand their magazine with more issues and content curation, they are extremely excited to feature a broader array of Indigenous voices, sharing their compelling stories, talents, and achievements from around the world. “Our commitment to expanding across multiple platforms ensures that our community will continue to engage with our content in innovative ways, reaching an ever-growing audience”, Kelly tells us. Stay tuned for a dynamic lineup of art and events that will ignite passion, celebrate Indigenous brilliance, and elevate voices that deserve to be empowered.
Edited by Maddie on August 23, 2024
