Spring/Summer 2024 by AMV

Vibrant colours in the midday sun. A busy summer life set to the rhythm of friendly hugs. And next-level party vibes. Say hola to the new AMV look

Photos: Pepe Lobez

Vamos à Madrid

With its eclectic architecture, vibrant culture and distinctive pace of life, Madrid has a lot in common with the AMV style: it’s lively. Here, when people bump into someone they know, they give them a hug and take time out to chat. Here, no one ever seems to sleep – except maybe when it’s time for siesta. Here, in the streets of the Spanish capital, the new American Vintage campaign shines bright with all its might. 

AMV in 21 faces

This season, AMV invites Madrid-based photographer Pepe Lobez to capture the 21 silhouettes of the collection with street casting that highlights the brand’s authenticity. Julieta, Bilbo, Ichi, Roque … Aged 9 to 61, they are the fresh faces of this campaign. Prints, stripes and colours explode in this new look, a summer version of the American Vintage DNA. 

A campaign filled with emotion 

At American Vintage, the summer wardrobe is sunny and colourful. Pieces to wear from morning till night – or from night till morning. Echoing the pastel façades of the capital, AMV creates a collection of printed and nuanced pieces that you’ll want to keep on all day, every day. With a subtle retro touch, the Marseille brand reinterprets and plays with cuts, materials and colours, for a result that’s sometimes futuristic, sometimes simply timeless.


For one and all 

American Vintage invents a wardrobe for the entire family: friends, lovers and strangers. Essentials that are continuously reinvented to match every mood. Pieces that are often unisex, to mix and match to your heart’s desire. Everywhere and for everyone.


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.