American Vintage, a brand that draws inspiration from American fashion and was established in Marseille in 2005, has presented its Spring Summer 2024 Collection. This collection is an ode to life, capturing the summer with its vivid colors, intimate embraces, rhythmic flow, and the comforting warmth of the sun. Selecting Madrid as the setting for the SS24 campaign, American Vintage has tapped into the city’s rich architectural heritage, its diverse population, and the energy that pulses through its streets. The campaign’s visuals, done by Madrid-based photographer Pepe Lobez, spotlight the simple beauty found in the mundane, elevating everyday moments into something special.
Madrid, known as “the place of many streams” from its Arabic name “magerit,” serves as the perfect backdrop for the collection. Pepe Lobez’s photography captures the collection across 21 distinct lines, with a casting approach that reflects the authentic spirit of the brand. American Vintage shows models of different ages, each styled in the brand’s signature looks that blend trendy prints, stripes, and a palette inspired by the natural world and sunlight. This collection also plays with the boundaries of innovative cuts, materials, and color schemes that straddle the line between the futuristic and the classic.
“We at American Vintage have chosen not to have a single ambassador. We want those who best resemble us in real life to represent us. A casting made up of ‘real people’ has, in a sense, become our signature—a gallery of portraits that authentically interpret our lifestyle pieces,” says Jenny Lazzarelli, Head of Marketing and Communication at American Vintage.
“This season is marked by different universes coming together. The collections are always colorful with a vintage touch but also include more technical pieces suitable for any occasion. Playful, lively, and always focused on quality: this is the DNA of American Vintage!” adds Olivier Richaud, senior Men/Women designer at American Vintage.
See more of the American Vintage Spring Summer 2024 Collection in the Gallery below:
