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For its Spring/Summer 2024 collection, American Vintage embarks on a journey to Madrid, Spain’s vibrant capital. The Marseille-based label has captured the essence of its latest range through 21 striking looks, showcasing the season’s focus on vivid colours, warmth, and the joy of life, all infused with the distinct AMV flair.
Madrid, with its rich mix of architecture, diverse population, and bustling city centre, mirrors our brand’s vibrancy. Known as the “city of a thousand streams,” from its Arabic name “majrit”, Madrid is a city that thrives day and night, pausing only for siesta. It’s a place of connection, where life’s moments are shared and celebrated, providing the perfect backdrop for our new campaign.
This season, we collaborated with Madrid’s own Pepe Lobez, who brought our 21 looks to life through the lens. Emphasizing authenticity, we turned to everyday individuals as our models, introducing new faces to the AMV collection. From 3 to 99 years old, individuals like Julieta, Bilbo, Ichi, and Roque have brought our pieces to life, showcasing a range of prints, stripes, and hues with effortless style.
Jenny Lazzarelli, our Image Director, explains, “At AMV, we eschew a single ‘brand face’, choosing instead to reflect real life. Street casting has become our hallmark, presenting a diverse portrait gallery that embodies our lifestyle pieces with genuine movement and authenticity.”
This season, inspired by sunlight and colour, American Vintage presents a summer wardrobe designed for all-day wear. Echoing Madrid’s pastel facades, the collection features printed, nuanced pieces that are irresistible. Remaining true to its retro essence while exploring futuristic and timeless designs, the brand plays with a variety of cuts, materials, and colours.
Olivier Richaud, stylist for both men’s and women’s lines, notes, “This season is a blend of differing styles that complement each other. Our collections remain colourful with a retro flair, incorporating technical pieces for every occasion. Playfulness, vibrancy, and meticulous craftsmanship define our brand’s identity.”
Catering to men, women, and children alike, American Vintage outfits the entire family, embracing friends, lovers, and even strangers. Our essentials are designed for versatility, with many unisex pieces allowing for endless creativity to match any mood or occasion.
Background:
Founded in 2005 in Marseille by Michaël Azoulay, American Vintage was inspired by the relaxed atmosphere and open spaces of the United States. Starting with a reinvention of the classic T-shirt, the brand has evolved season after season, now offering comprehensive collections for men, women, and children. At its core, American Vintage celebrates colour and material, continuing to excite and inspire with each new range.
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