1 colour, 5 crushes: pastel 

This season, a few dashes of pastel dress up airy materials. But we’re warning you: it’s obsession-worthy, as you can see by our most delicate crushes of the moment 

Cover photo: Pepe Lobez

#1: American Vintage pastel

Partially inspired by Italy in the 70s, American Vintage’s spring-summer 2024 collection focuses on pastel in sunny prints and ice lolly colours — the best way to beat the heat. 

“We wanted to recreate that time of day when temperatures reach their max and the sea sparkles with sunlight. So, we made silhouettes that we would love to wear at the seaside. Super-light materials, of course, but – more importantly – impeccable cuts.”
— American Vintage style team

Photo: Pepe Lobez for American Vintage

#2: Films by Wes Anderson

It’s always a good time to (re)watch movies by this Texan director. For example, The Grand Budapest Hotel (2014), obviously, or the more recent Asteroid City (2023). These feature films unfurl a palette of soft shades that seem to echo one’s dreams. 

Photo: Poster for The Grand Budapest Hotel

#3: Lina Stores restaurants 

Pistachio green is the star colour of this London restaurant chain, where you can slide onto a long pastel leather banquette and enjoy a delicious Italian dish. 

51 Greek St, London W1D 4EH, UK

Photo: @linastores on Instagram


#4: CIMENT soaps

This artisanal French soap-maker creates square soap bars in soft colours — blue, pink, green and pastel, of course. Turn your shower into a moment of total relaxation, while keeping your bathtub beautifully decorated. 

Photo: @savonnerie.ciment on Instagram

#5: La Muralla Roja

Designed by Ricardo Bofill and constructed between 1968 and 1973, this project came to life in Alicante, Spain, overlooking the Mediterranean Sea – from which it borrows certain shades. Now an apartment complex, and a must-visit tourist site, the building is an architectural gem.

Partida Manzanera, 3, A-14, 03710 Calpe, Alicante, Spain

Photo: Lena Polishko

AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.