Reserved spent the week with the heritage brand American Vintage, jetting their way through a yearlong world tour to commemorate twenty years as an arbiter of elevated basics. Surprised daily by the lot of treats AMV had in store (both literally and figuratively), we indulged in a cornucopia of LA’s greatest offerings from branded food carts — cold pressed juice, Cha Cha matcha, smoothies, churros and lemonade, an appetizer of Saturday’s culminating event. Like an ice cream social with a red carpet, the AMV experience is demarcated first and foremost by the organic luxury of camaraderie that resides in their DNA. The SS25 collection debuted alongside this string of pop-ups reinvents AMV mainstays, retrospective of what they have done right for so long and invigorating the brand for a steady sprint toward subsequent decades of timeless cool.
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- Courtesy American Rag Cie.
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- Courtesy American Rag Cie
American Vintage, still helmed in Signes— a quaint town a few miles from Marseille—has since gone global without straying far from its founding commitment. The brand’s CEO, Michaël Azoulay, has remained deeply committed to preserving the seedling concept from which American Vintage sprouted: accessible luxury basics by the sea, fit for the whole family. Some would argue that this demographic— a global community of creatives, professionals, dreamers young and old— is just as cozy nestled in Venice as they are in the brand’s native Marseille. Mirrors of one another and oceans away, celebrating twenty years with a Los Angeles seaside blowout bash just makes sense.
AMV’s messaging goes beyond fit models performing a front-side-back rotation. For decades, the brand has communicated its authenticity through its editorials, emphasizing wearability by photographing real people going about their real lives. Taking this application one step further, the brand’s 20 year capsule collection debuted via dance troupe, exhibiting bold emblazoning across gently colored crew necks and the evident movability of their branded ecru denim. Onlookers sipped cocktails provided by LALO Tequila and Copalli Rum, and nibbled on the culinary manifestation of American Vintage’s international DNA: bites from bratwurst to poke were supplied by Create Hospitality. Twee & Izy spun tracks nightlong, fueling a festive reverie for LA’s style set. Influencer Rocky Barnes rubbed shoulders with Love Island’s Eyal Booker, all arriving to support this milestone for their favorite closet staple.
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- Courtesy American Rag Cie
