Mavi – Spring/Summer 2024 Ad Campaign

Inspired by the laid-back lifestyle of Southern California’s coast and its ’90s roots, Mavi’s SS24 collection channels retro-era design and features earth-friendlier fabrics. The campaign reflects LA’s natural beauty and laidback lifestyle, with enduring denim styles and effortless but elevated essentials.

The brand continues to move towards their goal of having 100% sustainably produced denim by 2030 with their ALL BLUE collection, which they continue to diversify with new styles and sustainable fabric groups for an even smaller environmental footprint. Mavi continues to prioritize sustainability and mindful design to deliver the signature comfort and style you’d expect. 


The SS24 campaign was shot in LA and Malibu by Katie McCurday. Models include Rachel Connor, Jegor Venned, Jamea Lynee, Schirin Frosch, and Gun Lee. 


The SS24 ALL BLUE lineup, From Nature For Nature, is consciously crafted with a deep-rooted respect for people and the planet. Mavi sourced more recycled and natural fibers to reduce their carbon footprint and increased the sustainability of their fabric groups, using earth-friendlier fibers and clean processes. Eco-conscious down to the last detail, featuring recycled packaging and biodegradable details that include walnut shell back labels, biodegradable buttons, sugarcane hang tags, and recycled woven labels. 

Style highlights for the season include a return to minimalist fashion with modern detailing, and Mavi will be introducing the popular Recycled Blue collection into the men’s range for spring. Made with TENCEL™ Lyocell fibers with REFIBRA™ technology, using upcycled pre- and post-consumer cotton materials, the breathable fabric has the soft texture and look of authentic denim. This is offered in the Jake slim and Marcus slim straight. Channeling the spirit of 90s LA with nostalgic pieces that feel effortless and comfortable for both men’s and women’s. 

Other pieces of note are new Recycled Linen styles. Recycled Linen is constructed with a low-impact natural flax fiber, which requires no additional irrigation to grow and is biodegradable, making it gentle on the skin. Blended with Tencel™ for a soft texture that improves with wear, this is offered for women’s in the new Savannah cuffed straight, and for men’s in the Victor jacket and Jake denim set. 

The new “No-Dye” Colored Cotton collection is cut from cotton grown using eco-friendly regenerative farming techniques which produce fibers that grow naturally in color. The natural color of the cotton fibers adds a unique and earthy look, and the elastane weave ensures a soft and stretchy feel. Colored Cotton is offered in the Paloma Marine Pocket for women and Jake slim leg for men.

Crafted from a bamboo and cotton blend, Well Blue is an incredibly soft fabric that breathes easily with the lightweight structure of classic denim. Bamboo is a renewable resource that requires no additional irrigation to grow compared to conventional fibers and is offered in our new Myra loose fit jumpsuit which has a gentle drape and comes in soft, light washes.

While Mavi’s roots lie in crafting iconic jeans, their focus this season continues to extend to curating a wardrobe filled with essentials and comfortable pieces that elevate your everyday style. Mavi’s lifestyle lineup is a testament to the pursuit of style and self-expression with highlights including Cargo and Utility trends for both genders and featured in new fits including the Luisa and Sam; new Luxe Twill washes made with breathable, soft-brushed cotton and Tencel™ for next level comfort; and Mavi Sportswear continues to evolve with relaxed silhouettes that exude comfort, button-up shirts that effortlessly transition from day to night, and luxurious Modal tees and essential tanks that provide the perfect balance of style and ease.

You can shop for the new Mavi collection on their website.

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