American Vintage SS24 Collection: A Vivid Celebration of Life and Diversity

Experience American Vintage's SS24: Madrid's heartbeat meets timeless fashion in a vibrant, life-celebrating collection by Pepe Lobez.

American Vintage, the brand known for its infusion of American fashion sensibilities with French aesthetic, has unveiled its Spring Summer 2024 Collection—a vibrant tribute to the essence of summer. Established in Marseille in 2005, the brand continues to capture the hearts of fashion enthusiasts with its unique blend of simplicity, elegance, and a keen eye for detail. For its latest collection, American Vintage has chosen the bustling and culturally rich city of Madrid as the setting for its campaign, tapping into the city's architectural beauty and the lively energy that courses through its streets.

The SS24 campaign, captured by the talented Madrid-based photographer Pepe Lobez, finds beauty in the ordinary, transforming everyday moments into extraordinary snapshots of life. Lobez's work highlights the collection's 21 distinct lines, showcasing a diverse casting that mirrors the brand's inclusive and authentic approach to fashion. This strategic choice not only celebrates the brand's commitment to diversity but also emphasizes its desire to connect with 'real people'—a concept that has become a signature of American Vintage.

Models of varying ages grace the campaign, each embodying the brand's ethos through looks that marry trendy prints, stripes, and a color palette inspired by the natural world. Sunlight plays a pivotal role, not just as a source of warmth and comfort, but as a muse for the collection's color scheme, infusing each piece with vibrancy and life. The collection experiments with innovative cuts, materials, and color schemes, creating a seamless blend of the futuristic and the classic—a testament to American Vintage's enduring appeal and adaptability.

Jenny Lazzarelli, Head of Marketing and Communication at American Vintage, shares the brand's vision for its casting strategy, stating, "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." This approach reflects the brand's commitment to authenticity and its desire to connect with its audience on a deeper level, through a "gallery of portraits that authentically interpret our lifestyle pieces."

Olivier Richaud, senior Men/Women designer at American Vintage, speaks to the collection's diverse influences, noting, "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." Richaud's comments highlight the brand's playful yet quality-focused DNA, ensuring that each piece resonates with the brand's core values of playfulness, quality, and a timeless sense of style.