Announcing the total white look


Pure white, off-white or cream. Eggshell, alabaster or ivory. For spring/summer 2020, white envelops and extends like an ocean: fresh, natural, powerful. With disarming simplicity, white is the ideal shade to tone down the heat of summer.

50 shades of white

Worn here and there or all-over, it’s a dose of luminosity and freshness that accentuates the pastel or saturated tones of a summer wardrobe.

White joins the great classics. On the iconic brand T-shirt, it unfurls like a flag against bare skin. The ultimate unisex colour, it lights up a vest, enhances textured shorts or an oversized polo, showing off its absolute chromatic unity at the heart of American Vintage’s iconic raw cotton, fresh linen, retro slub jersey, twill, ribbed knit and stockinette stitch. In subtle variations, white becomes sparkly or comforting, like a blank canvas on which to project your dreams.

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.