The campaign features models of all ages, all of whom perfectly capture the essence of the brand with ensembles that combine stripes, current designs, and a colour scheme derived from nature. Not only does sunlight provide warmth and comfort, but it also serves as the inspiration for the collection's colour palette, giving each piece a burst of colour and vitality. The collection demonstrates the timeless appeal and versatility of American Vintage by experimenting with cutting-edge shapes, materials, and colour schemes to create a seamless fusion of the future and the old.
American Vintage's head of marketing and communications, Jenny Lazzarelli, outlines the company's goals for its casting approach: "We have decided not to have an ambassador. We want to be represented by those who most closely resemble us in real life." With the use of a "gallery of portraits that authentically interpret our lifestyle pieces," the brand hopes to foster a deeper degree of connection with its audience while upholding authenticity.
Speaking to the collection's varied inspirations, American Vintage's senior Men/Women designer Olivier Richaud observes, "This season is marked by different universes coming together." The collections usually have a retro feel and are vibrant, but they also have more technological items that work for any setting." The brand's whimsical yet quality-focused DNA is highlighted by Richaud's remarks, guaranteeing that every piece embodies the brand's essential principles of fun, quality, and timeless style.