Continuing to stay on the edge of denim innovation, Mavi announces the return of supermodel, Romee Strijd, as the face of its Fall/Winter 2018 campaign.
Honing in on the essential elements that epitomize truly refined jeans, Mavi’s f/w ’18 campaign revisits their “SUPERMAVI” concept with a special emphasis on the SuperSoft collection, created using a resilient and innovative new fabric that complements Mavi’s perfect fit and feel philosophy.
Shot in Barcelona by famed Spanish fashion photographer, Xavi Gordo, and styled by Carlo Alberto Pregnolato, the f/w ’18 campaign with Romee Strijd features the Mavi’s SuperSoft collection that centers around timeless fits and premium softness with excellent stretch and structure.
“Dutch model Strijd has become one of the most sought after talents over the past few years and has solidified her model status by becoming a Victoria’s Secret Angel in 2015.
Always traveling and living an “on-the-go” lifestyle, Strijd is a perfect match for Mavi’s latest creation.
“We are excited for Romee Strijd to continue to be the face of Mavi this fall,” says Elif Akarlilar, Chief Brand Officer of Mavi. “Romee was such a pleasure to work with this past spring/summer and her personality and energy embodies our latest innovation in denim.”
Mavi designed this new SuperSoft collection using the innovative TENCEL(TM) Lyocell fabric that retains its shape, looks clean, and is ultra-soft to the touch. Staying true to our DNA, the collaboration with TENCEL(TM) Lyocell is a testament to Mavi’s commitment to quality and superior comfort and softness.
Comfortable, silky, and stretches with you when you move, it’s a denim lifestyle that matches perfectly with Romee. Her effortless style and active lifestyle makes this an organic partnership.”
The SuperSoft collection, as part of the SuperMavi concept, will be a core and staple line in the Mavi repertoire moving forward, creating a demand for pieces you can always come back to and want to wear again and again.
Core benefits of using TENCEL(TM) Lyocell in denim include a smooth surface with a softness and breathability to the bottoms; enhanced fiber blends and high chemical resistance; and environmentally friendly as it is compostable and biodegradable.
“I’m so happy to continue to be part of the Mavi family,” says model Romee Strijd. “The jeans are the most comfortable pair I’ve tried and are perfect for when I travel. They are my go-to jeans because they are so soft and stretchy.”
Check out the Mavi SuperSoft collection here.