by John Russel Jones

Global denim brand Mavi debut its Spring/Summer 2022 image campaign and lookbook featuring fashion photographer Emre Dogru (whose work has also been seen in the Turkish versions of Vogue, GQ, and Marie Claire). Shot in Mavi’s hometown of Istanbul, Turkey, the images spotlight models Sabine Glud, Maja Zimnoch, Caroline Reuter, Jerome Palaz, and Amanda Noorgard. The campaign reflects the brand’s love and respect for nature, while focusing on the expansion of its most sustainable collection to date, entitled All Blue.

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The All Blue collection includes the Organic Move, Super Move, and Feather Blue eco-friendly categories.

  • Organic Move offers a range of washes, is soft and smooth to the touch, yet durable with great stretch and recovery properties. 
  • Super Move, made with Tencel, gives a breathable structure and added flexibility. 
  • Feather Blue focuses on special, re-designed fabrics made with Tencel and recycled contents. Choosing recycled fibers is an opportunity for Mavi to reduce water and energy consumption and allows it to move towards a more sustainable future. 

Mavi also introduces stretch selvedge this season, bringing a vintage look with modern sensibilities. 

Finally, it wouldn’t be summer with shorts. Mavi includes a mix of prints and solids in a new crop short and a new corduroy drawstring model.