Mavi All Blue Jeans Campaign
by Stephen Garner

Mavi has launched its new fall/winter 2021 Mavi Moves campaign as well as an expanded All Blue eco-conscious collection and initiative as part of its 30th-anniversary celebration.

The Mavi Moves campaign was inspired by iconic cultural cities around the world including Istanbul, New York, and Berlin. The global initiative highlights creativity, innovation, and self-expression, and encourages individuals to connect through movement, passion, and purpose. 

For New York, the brand was moved by Broadway and the artistic spirits of the city. Drawing inspiration from theatre culture and the eclectic mix of dancers, actors, artists, and other creatives that call NYC their home, the Mavi Moves campaign is a tribute to those who bring energy and give life to this city.

The campaign includes models that reflect the diverse talent you can only find in New York City. Shot by photographer Benny Horne, the Mavi new fall/winter 2021 campaign was shot in New York and features local talent including Calvin Royal III, Principal Dancer of the American Ballet Theatre, and Broadway performers Carina-Kay Louchiey and Derek Klena, who all show the full range of motion you can achieve while wearing Mavi jeans. Leading models Lucky Blue Smith, Francisco Lachowski, Jordan Daniels, and Marlee Bell round out the accomplished cast and help bring the campaign to life.

The men’s Mavi Moves new fall/winter 2021 campaign prominently features Calvin Royal, principal dancer of the American Ballet Theatre. Calvin shows off the flexibility and comfort of various styles from the new collection in a series of striking dance moves.

Some highlights within the new men’s collection include the new Feather Blue styles featuring recycled cotton and wood-based Tencel, and non-denim styles like the River Cargo and Ashton jogger. Similar to the women’s collection, the men’s new fall/winter 2021 collection also introduces sweat sets made of the same super-soft materials.

Plus, the men’s All Blue fall/winter 2021 campaign prominently features models Lucky Blue Smith and Francisco Lachowski. Styled with light-colored accessories and set against a white background, the campaign is a breath of fresh air and remains true to the brand’s Mediterranean roots.