Dubbed #denimgeneration, the new campaign features a “dream team” of models including Smith and his sister, model Daisy Clementine, as well as Brazilian top model Francisco Lachowski, and Swedish model Frida Gustavsson.
Shot on location in Istanbul, the Mediterranean-style photo shoot exudes a sense of youthfulness meant to capture the exuberance of summer. #Denimgeneration is Mavi’s effort to connect with millennials and generation Z as a part of its next chapter.
“We are excited to have Lucky Blue Smith as the face of Mavi’s Spring/Summer 2016 campaign, kicking off Mavi’s 25th Anniversary to a great start” said Ardie Ulukaya, the SVP of Mavi. “We pride ourselves on creating something new and innovative every year and stay ahead of denim trends and forecasts. We design with the new generation in mind and chose Lucky Blue Smith as he is an exceptional representation of our philosophy.”