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David Jones

How to be MaviLous

Vibrant, full of energy and fun, Mavi Australia's latest campaign takes the boring bits of everyday life and makes it all MaviLous! 

Working with renowned photographer Ben Watts, Mavi Australia created a series of images that revolve around real people (models Natalie Roser and Tyson Mullane...models are real people too!) doing real things, like opening a jar of pickles, assembling furniture and walking the dog. Showcasing the brand's AW16 collection, each shot is infused with colour and full of life, a Ben Watts specialty, and highlights the perfect fit and versatility of Mavi Australia jeans.

Here we chat to the Mavi Australia team about the campaign:

How was it working with Ben Watts?

We engaged the talents of Creative Agency, LOUD to come up with a concept & execute this concept for our AW16 Campaign. It’s been said that Ben Watt’s style is one part hip hop, one part hipster and one part Hugh Hefner. There was a lot of fun and quirkiness to our Mavi shoot. 

Our models also enjoyed working with Ben. Natalie loved that he embraced the rain [on the day of the shoot] and used the bad weather to create some amazingly vibrant pictures, and Tyson thought Ben had incredible character and passion for his craft, plus he looked super strong trying to open the jar of pickles!

Where did the shoot take place? 

The shoot took place in Sydney’s eastern suburbs – a colourful, 60’s inspired semi in Bronte and the streets of Bondi Beach, namely Lamrock Avenue.

What do you think makes Mavi "the jeans of the people doing real things?" 

Our philosophy is to make perfect fitting jeans. Mavi, meaning blue in Turkish, infuse Mediterranean detailing and flair with contemporary styles customers love. We are committed to designing the best fit by continually evolving techniques, mastering fabrics and offering the newest in denim technology to ensure Mavi denim is unmatched. This ensures that our denim is universal and adaptable to every occasion.

Finally, we had to ask...who was the French bulldog in the shoot? 

His name is Billy. He hangs out at Birichina Café in Bondi Beach with the locals.