For Fall/Winter 2018, Mavi has brought back supermodel Romee Strijd as the face of its campaign. The season will be about the elements of truly refined jeans with an emphasis on the “SUPERMAVI” concept and a focus on its SuperSoft collection.
Mavi’s SuperSoft line keys in on fit and premium softness, stretch and structure, which uses TENCEL™ Lyocell to deliver in the smooth hand now in demand among consumers.
“We are excited for Romee Strijd to continue to be the face of Mavi this fall,” said Elif Akarlilar, the 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 is proud to design this new SuperSoft collection using the innovative TENCEL™ Lyocell fabric that retains its shape, looks clean, and is ultra- soft to the touch. Staying true to our DNA, the collaboration with TENCEL™ 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.”
Read more at Carved in Blue.
This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal branded fibers to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.com