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Mavi Launches Spring ’18 ‘Supermavi’ Campaign

Mavi has tapped supermodels Romee Strijd and Jordan Barrett for its new Spring/Summer ’18 “Supermavi” campaign.

The campaign supports the brand’s concept collections Super Move, Super Soft and Super Blue.

The Super Move collection is designed to allow freedom of movement and all-day wear. Super Soft focuses on fabrications with soft hand feels, and Super Blue references Mavi’s collection of rich blue hues and sport modern textures.

“We strive and have been the leader in introducing newness and innovation through a denim lifestyle and enriching the customer experience both online and offline for over a quarter of a century, and this continues to propel us in that direction,” said Elif Akarlilar, the Mavi chief brand officer.

Photographed by Mariano Vivanco, the campaign emphasizes Mavi’s mission to create denim for the on-the-go Millennial lifestyle.

Both Strijd and Barrett have become two top talents over the past few years. Dutch model Strijd solidified her status by becoming a Victoria’s Secret Angel in 2015. Australian newcomer Barrett has been featured in publications including V, Vogue Homme and Vogue Paris.

“We are excited to have Romee Strijd and Jordan Barrett as the faces of Mavi’s Spring/Summer 2018 campaign,” Akarlilar said. “Romee’s great personality and style is a perfect fit with Mavi and our Super Mavi collection. She embraces the jean culture and we wanted to partner with her as she lives her life and experiences in denim. Romee’s energy and spirit paired with Jordan’s talent and sense of adventure are a true reflection of Mavi’s modern direction of denim.”