Mavi Spring 2024 Campaign: Denim with Coastal Vibes

Joanna Elizabeth

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Published April 17, 2024

Mavi Spring 2024 Campaign
Rachel Connor poses at the beach for the Mavi spring-summer 2024 campaign. Photo: Katie McCurday

Capturing the essence of Southern California’s serene beaches and laid-back vibes, Mavi’s spring-summer 2024 campaign highlights new season jeans. Shot by Katie McCurday, the images feature model Rachel Connor amidst the natural splendor of LA and Malibu beaches, highlighting a nostalgic return to 90s denim trends.

Mavi Spring/Summer 2024 Campaign

Mavi features the Florida jeans in its spring-summer 2024 campaign.
Mavi features the Florida jeans in its spring-summer 2024 campaign. Photo: Katie McCurday

The images speak of a breezy chicness, marrying style and sustainability. The collection makes a statement with relaxed fits, high-waisted jeans, and cut-off denim shorts that evoke the carefree spirit of summertime.

Mavi sets its spring-summer 2024 campaign on Malibu beaches.
Mavi sets its spring-summer 2024 campaign on Malibu beaches. Photo: Katie McCurday

Paired with understated t-shirts and crisp button-ups, Mavi’s lineup of jeans styles brings a relaxed sophistication. Emphasizing Mavi’s dedication to eco-conscious fashion, the collection introduces an array of environmentally responsible materials.

Rachel Connor shows off cut-off denim shorts for the Mavi spring 2024 campaign.
Rachel Connor shows off cut-off denim shorts for the Mavi spring 2024 campaign. Photo: Katie McCurday

Walnut shell back labels, sugarcane hang tags, and recycled packaging are a commitment to the planet. Noteworthy are the pieces crafted from naturally colored cotton, a product of regenerative farming techniques.

These items stand out with their earthy hues and soft, stretchy textures, seamlessly blending natural elements with comfort.


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