Mavi teams up with Chalayan
13 Jun. 2012
MAVI AND CHALAYAN LAUNCH COLLABORATION COLLECTIONTurkish denim brand Mavi and British designer Hussein Chalayan have announced the Mavi/Chalayan Collection set to launch in the United States in November 2012 followed by a worldwide launch for spring 2013.
The newborn collaboration collection contains a complete offer of denim apparel for women and is set to become an annual program. Chalayan’s inspiration his based upon the designer's research on the human body, clothing and tools. Aim of this collection is to optimize the human body's employ of energy and movement. For this the new collaboration presents items designed according to “shape shifting” techniques that can help empowering body movements through bonded tape, elastic bands and cuts.
In this special project Chalayan started from Mavi Gold, Mavi’s higher-end women’s collection, and reinvented it by playing with essential silhouettes and dark denim washes, and added details of black sports mesh and elastic bands giving life to a collection that is a synthesis between Mavi’s high research denim and fit and the designer's smart aesthetics. The collection is made with X-Fit fabrics, special stretch materials that guarantee both vertical and horizontal stretch performance, exceptional recovery, smooth surface fabrics and total comfort to its wearers.
“I wanted to work with Mavi as they are known for the exceptional quality of their denim as well as for the excellent fit of their jeans. With my luxury background and passion for innovation, in this collaboration I was hoping to find new ways to shape and enhance the body with denim, through various techniques, to create an elegant and modern denim daywear collection,” commented Hussein Chalayan.
“We are very excited to work with Hussein Chalayan on this exciting collaboration. Mavi is always looking for unique ways to push modernity and Chalayan is the perfect partner. He has a great eye for fit and is an incredible designer. Combining Mavi’s denim “know-how” and Chalayan’s design background, we were able to create a collection that elevates the brand and invokes Mavi’s Mediterranean spirit,” says Ersin Akarlilar, global CEO for Mavi.
The full collection will offer 15-20 styles including skinny jeans, high-rise skinny fits, denim shorts, dresses and denim tops. Novelty jean fabrics are mixed with innovative textures and incorporate the X-Fit fabric technology found in Mavi Gold. The collection will retail from $160 - $200 and will be available at select premium denim specialty and department stores and worldwide Mavi flagship stores.
Maria Cristina Pavarini
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